The effects of self-concept on the formation mechanism of customer value — Empirical research of 80´s mobile phones consumers

The research about the formation mechanism of customer value is a hot issue in the marketing management. We use means-end theory and combine with the self-concept to research the formation mechanism of customer value. The empirical research is aiming at the 80´s in China which is a particular consumer groups of mobile phones. The 80´s consumers´ self-concepts include four dimensions: family self, social self, fervor self and expressive self. The customer value includes product attributes, consumption of consequences and the end-state. By using the factor analysis and regression methods, the result shows that self-concept contains family self, social self, fervor self and expressive self. And the consumers´ means-end perception value chain includes three levels. And the self-concept on the formation of customer value has certain correlation, meanwhile, multiple levels of customer value means-end chain is the external appearance of consumers´ self-concept system structure. Also, the empirical research shows that the 80´s has its own characteristics.