Abstract: A five-driver model of customer perceived value(CPV) has been established to study the relationships between the main drivers and CPV. Firstly, by reviewing the relative theory of CPV and its drivers, five main drivers have been selected out; they are perceived quality, perceived service, perceived brand value, perceived green value and perceived price which are the constituent elements of established model. And then, structural equation analytical method has been used to test the hypothesis based on the collected 223 valid date of online survey from January to February 2013. In addition, the reliability analysis and factor analysis have been done by SPSS18.0, and the goodness fit has been analyzed by AMOS17.0. The empirical results show that:perceived quality, perceived service, perceived brand value and perceived green value have positive impact on CPV of family using car, the impacts of perceived service, perceived brand value, perceived green value are tittle higher than perceived quality; for the perceived price, match of price and basic performance, comparison of price with similar brands and overall rationality of price also have an positive effect on CPV, and the impact of first two are significant higher than overall rationality of price. At last, promoted strategies for CPV of family using car have been proposed based on path coefficient analysis to promote the competitiveness.

Key words: customer perceived value, five-driver model, family using car, promoted strategies