Title :
SERPVAL Construct Validation in Multi-Service Industries of Chinese Context
Author :
Liu, Ruping ; Ma, Qinhai ; Zhao, Xin
Author_Institution :
Sch. of Bus. Adm., Northeastern Univ., Shenyang
Abstract :
Service personal values are key elements in consumers´ cognitive structure, and have long been considered an important variable in understanding consumer purchasing behaviors. In this paper, we will validate SERPVAL scale by measuring the personal values that are associated with mobile service, banking, restaurant and retail in Chinese regional consumption context. The result shows that the data fit the first-order and higher-order model well, and the scale has a good validity.
Keywords :
consumer behaviour; service industries; Chinese regional consumption context; SERPVAL construct validation; cognitive structure; consumer purchasing behaviors; mobile service; multi-service industries; service personal values; Banking; Concrete; Context-aware services; Feedback; Gain measurement; Safety;
Conference_Titel :
Wireless Communications, Networking and Mobile Computing, 2007. WiCom 2007. International Conference on
Conference_Location :
Shanghai
Print_ISBN :
978-1-4244-1311-9
DOI :
10.1109/WICOM.2007.799
