DocumentCode
3500039
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
fYear
2007
fDate
21-25 Sept. 2007
Firstpage
3227
Lastpage
3230
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;
fLanguage
English
Publisher
ieee
Conference_Titel
Wireless Communications, Networking and Mobile Computing, 2007. WiCom 2007. International Conference on
Conference_Location
Shanghai
Print_ISBN
978-1-4244-1311-9
Type
conf
DOI
10.1109/WICOM.2007.799
Filename
4340574
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