MINISTRY OF EDUCATION
UNIVERSITY OF ECONOMICS HO CHI MINH CITY
--------------
Nguyen Thu Thuy
PERSONAL VALUES IN SERVICE
CONSUMPTION: AN EXPERIMENTAL STUDY IN
VIETNAM
Major: Commercial Business
Code:
9340121
SUMMARY OF PHD THESIS
Ho Chi Minh City - 2019
This thesis is made at: University of Economics Ho Chi Minh City
Professional advisor: Asso.Prof., PhD, NGUYEN DINH THO
PhD, TRIEU HONG CAM
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1
INTRODUCTION
1. Rationale for the study
Rokeach (1973) officially defined 'personal values' as a part of the broader
concept 'human values'. Sequently, a number of scientists have developed the
concept of 'personal values' and built up many measurement systems based on
Rokeach value scale (1973). The concept of ‘value’ was set by Rokeach (1973)
in relation to 'attitude' and 'behavior'. Whereby, many scientists have also
proposed a system of 'value – attitude – behavior' to study human behavior
(specifically in consumption). The most typical one is the 'value – attitude –
behavior' system of Homer and Kahle (1988).
The concept of 'personal values' and the system of 'value – attitude – behavior'
have been studied and developed by many scientists around the world, resulting
in forming logically a chain of scale systems for 'personal values'. The systems
start from: The Rokeach Value system – RVS (Rokeach, 1973); The List of
Values – LOV (Kahle, 1983); Schwartz Value Survey - SVS (Schwartz, 1990).
Along with these measurement systems, many studies on social behavior and
consumer behavior have been conducted in many countries around the world,
including Vietnam.
Therefore, the author identifies the research problem as 'Personal values in
service consumption'; and determines the including contents: (i) adjusting the
'personal values' scale to adapt the research environment in Vietnam; (ii) testing
the concept of 'personal values' corresponding to specific model of service
consumption behavior in Vietnamese market. These contents corresponds to 2
stages of the study.
2. Objectives of the study
The study must achieve specific objectives:
1. Adjust the scale of 'personal values', then find what aspects of 'personal
values' are relevant to the current market in Vietnam.
2. Testing the concept of 'personal values' as well as its aspects corresponding
to the behavioral model in some typical service industries in Vietnam.
3. Check the reliability of the research model used in testing 'personal
values' with service consumption behavior.
3. Research problem and scope of the study
- Research Problem: The concept of 'personal values', particularly the
concept of 'personal values' with the decision to service consumption.
- Scope of the study:
2
+ Selected subject: Vietnamese citizens.
+ Spatial scope of the study: Vietnamese research market.
+ Temporal scope of the study: From 2011 to 2017.
3. The novelty and contribution of the study
3.1. The novelty of the research results
The novelty of the study can be listed specifically as follows:
1) Scale 'personal values': the current research results are relevant to
Vietnamese research market and have scientific contribution in perfecting
the studies on consumption behaviors in Vietnam.
2) Testing the concept of 'personal values', corresponding to the
behavioral model: Consumption behavior service model is a combination of
two classic models of VAB (Value - Attitude - Behavior) and TRA (Theory
of Reasoned Action) to confirm the role of 'personal values' in the decision
to service consumption in Vietnam. At this point, no research has been
conducted yet.
3) The behavioral model in this study is based on the concept of 'behavior'
which was measured by observing directly the variables.
3.2. The contribution of the research results
The study has resulted in a complete 'personal values' scale that is relevant
to the research field of service consumption in Vietnam. Thus, the research
results have the following specific contributions:
To researchers: 'personal values' may be one of the significant concepts
that need to be considered in order to know what attracts consumers to a
certain service. By using the 'personal values' scale (adapted to Vietnamese
market), they may consider the relationship between 'personal values' and the
choice of service. The research results may be used by consumption behavior
researchers as a reference scale for the concept of 'personal values' in
research models of various fields.
To executives: The aspects of the 'personal values' scale are the basis for
building marketing strategies, as well as business strategies in the service delivery.
3
CHAPTER 1
THEORETICAL BACKGROUND AND RESEARCH MODEL
OF PERSONAL VALUES IN SERVICE CONSUMPTION
1.1. Literature review
1.1.1. The development of the concept of 'personal values' - human values
The concept of 'human values' (including 'personal values') was defined
by Rokeach as: ‘A value is an enduring belief that a specific mode of conduct
or end-state of existence is personally or socially preferable to an opposite or
converse mode of conduct or end-state of existence.’ (Rokeach 1973, p.5).
'Personal values' was derived from Rokeach's concept of 'human value'
and has the meanings as the five assumptions given by Rokeach (1973, p. 3):
1) The total number of values that a person possesses is relatively small.
2) All men everywhere possess the same values to different degrees.
3) Values are organized into value systems.
4) The antecedents of human values can be traced to culture, society and
its institutions, and personality.
5) The consequences of human values will be manifested in virtually all
phenomena that social scientists might consider worth investigating and
understanding.
With these five assumptions, we can understand that the forming of an
individual's 'personal values' (in 'human value') is based on his or her
personality, habitat, beliefs (assumption 4) - is not due to economic
conditions. At the same time, 'personal values' are the desires in individual
life (as defined by Rokeach) and are the same among individuals but do not
have similar significances (assumption 2). Rokeach's assumptions show that
the concept of 'personal values' exists in every human being, regardless of
their living conditions (rich or poor in material and mental...) and can be
measured (assumptions 1, 3 and 5).
From Rokeach's (1973) proposition of 'human value', and with five
specific assumptions, the concept and scale of 'personal values' are
developed as the following diagram (Figure 2.1):
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Figure 2.1: The development of 'personal values'
According to the diagram above (Figure 2.1), the researcher made a
statement that the process of forming and developing the scale of 'personal
values' went through the following periods:
- The Rokeach Value system - RVS consists of two kinds: (i) instrumental
values (18 observable variables): moral values and competence values; (ii)
terminal values (18 observable variables): personal values and social values.
- The List of Values - LOV scale (9 observable variables) is applied in
the marketing field and is formulated by reducing the variables of the RVS
to 9 (Nguyen Xuan Lan et al., 2011, p.274). LOV was created before
Zeithaml's theory of cognitive structures (1988).
- The Schwartz Value Survey - SVS (56 observable variables) consists of
components derived from Rokeach's instrumental values and is a
psychological scale (Nguyen Xuan Lan et al., 2011, p. 273).
In addition, Yi, Hong & Yue (2012) have affirmed the relationship of
scale systems: first of all is Rokeach’s with 18 observations of the value
components obtained in Rokeach value system - RVS. The LOV - Kahle
value system is widely used because it is simple and easy to use; and this
system is also based on Maslow, Rokeach and Feather theories.
1.1.2. Assess some current 'personal values' scales
There are quite a number of scales for the concept of 'personal values'. On
a general scale, there are: the Rokeach Value System - RVS (1973); Schwartz
Value Survey- SVS (1990). On the scope of consumer analysis, there are:
Vinson et al. (1977); The List of Value - LOV of Kahle (1983); Values and
5
Lifestyles - VALS by Mitchell (1983) and Durgee Value System (1996)
(Lages & Fernandes, 2005).
In Vietnam, the concept of 'personal values' which is used by scientists in
studying service consumption behavior is measured by the SERPVAL scale
- a study by Thuy & Hau (2010, 2011), but has not put into the specific
behavior model yet. Although in the study by Mai & Svein (2015), 'personal
values' have been placed in the relationship of 'value-behavior-attitude' - the
VAB model, the field of study is not service consumption. At the same time,
when SERPVAL scale was used in Vietnamese research market, quite a
number of observable variables were excluded from the measurement model.
Therefore, the author finds that there must be a complete scale to measure
the concept of 'personal values' in the field of service consumption, and
'personal values' must be tested in specific service consumption behavior.
1.2. The concept of 'personal values' in the behavioral model
1.2.1. 'Personal values' in relation to 'attitudes' and 'behaviors'
Since the conceptualization, 'personal values' has been placed in relationships
with 'attitudes' and 'behaviors' (Rokeach, 1973). In line with the development of
the concept of 'personal values', Kahle successfully built the LOV scale - a list
of values, and set it in a specific consumption scope, along with the clear
formation of the system of 'value - attitude - behavior '- VAB (Homer & Kahle,
1988).
The VAB - 'value - attitude - behavior' model shows that the 'personal values'
will influence specific behaviors through mediating factors (attitude, intention
or motivation) (Vaske & Donnelly, 1999). Values may also have a direct impact
on behavior (Homer & Kahle, 1988).
In Vietnam, the concept of 'personal values' was introduced by Thuy & Hau
(2010, 2011) to the system of 'personal values - satisfaction - loyalty'.
Meanwhile, the study by Vu Van Hiep & Nguyen Thu Thuy (2015) which was
conducted with a behavioral model demonstrated the 'value-attitude-behavior'
relationship in dormitory choice decision of students. All conducted studies have
used the SERPVAL scale developed by Lages & Fernandes (2005).
The study uses a model of relationship between the three factors in 'personal
values - attitude - behavior' system as the basis to build up its research model.
Figure 1.1: Theoretical model – VAB
6
Researchers found that the theoretical model (Figure 1.1) had two
variables (attitudes and behaviors) similar to a cognitive behavioral model Theory of Reasoned Action (TRA) . (Figure 1.2)
Figure 1.2: Theory of Reasoned Action (TRA)
(Source: Ajzen & Fishbein, 1980)
1.2.2. A research model for testing the aspects of 'personal values' in
Vietnam
In order to test the aspects of 'personal values' in service consumption in
Vietnamese market, the researcher chose the theory model of VAB –
'personal values - attitude - behavior'. But the researcher also revised the
objective of the study: testing the aspects of 'personal values' in different
environments (sectors) of service consumption in Vietnam, specifically the
relationship with the other two elements (attitude and behavior). Then the
researcher considered that the TRA model is quite appropriate because it has
been used by scholars in studying consumption behavior in many markets as
well as many different fields. At the same time, the TRA model also shows
the other two concepts ('attitude' and 'behavior') in 'personal values-attitudebehavior' system, and the model has already had a scale system for hidden
and simple variables when analyzing data. In addition, Mai & Svein (2015)
also refered to the combination of VAB and TPB models (Ajzen's planned
behavior) – which were developed from the TRA model by adding
'behavioral control' variable when analyzing the impact of 'personal values'
on behavior. The combination of the concept 'personal values' and the
behavioral model was used by Sheng et al. (2017) in the study of holiday
behavior among Australian students. Sheng et al. built the model based on
how 'personal values' affects variables in Ajzen's TPB model. At this point,
the researcher found evidences to prove that the impact of personal values
on the behavioral model was the TPB model. And there was no impact of
personal values on the TRA model (Reasoned Action).
7
Thus, the researcher decided to combine the VAB model (Personal Values
- Behavior – Attitudes) and the TRA model (Reasoned Action) in the process
of testing the aspects of 'personal values' on consumption behaviors in
Vietnamese market. It means building a causal relationship between the
concept of 'personal values' and its impact on 'attitude' on two grounds: (i) the
theoretical model of the study has defined the causal relationship between
'personal values' and 'attitude' of consumers; (ii) Yuanfeng & Randall (2012)
used the behavioral model in studying the small-scale shopping behavior in
China and Thailand, taking into account the impact of 'personal values' and
'attitude' of customers. The research model is specifically shown in Figure 1.3:
Figure 1.3: Research model of personal values in service
consumption in Vietnam
8
CHAPTER 2
RESEARCH METHODS
2.1. Research process
To achieve the objectives, the study was conducted in two phases:
- Phase 1: to adjust the scale
- Phase 2: to test the scale with behavioral model.
2.1.1. The necessity for two phases in the study
The research needs to be conducted in two phases because:
1) Currently in Vietnam, in many studies of 'personal values' in service
consumption, scientists are using the SERPVAL scale - the Service
Personal Values (Lages & Fernandes, 2005). Lages & Fernandes (2005)
have confirmed that the SERPVAL scale is a scale that reflects the notion
of 'personal values' in the service field. But the author approached the
SERPVAL scale through Zeithaml string theory (1988). Meanwhile, a List
of values - LOV of Kahle (1983) were approached through the theory of
Maslow's hierarchy of needs (1943) ( William & Richard, 1999). This
shows that SERPVAL scale reflects only 'personal values' in the narrow
range of consumers - consumers of services.
Indeed, when building SERPVAL scale, Lages & Fernandes conducted
direct surveys of customers who were using the service mobile networks in
Portugal. Maybe that’s why when Thuy & Houston (2010, 2011) used
SERPVAL in research for various types of services in Vietnam, this scale
showed the inconsistencies (many observable variables were excluded
from the measurement model after analyzing data). Thus there must be a
more appropriate scale to measure the concept of 'personal values' in
researching about consumer service.
That is why the author finds that it’s necessary to have Phase 1 - to
adjust the existing 'personal values' scale.
2) When the 'personal values' scale has been adjusted to fit the research
environment, it is necessary to include it in the consumer behavior model
to test the compatibility of the new scale, and to test the impact of scale’s
aspects to consumption behavior. That is the second phase of the study.
2.1.2. Research process of the study
To complete the research and achieve the objectives, the research was
conducted with two studies corresponding to two phases: Phase 1: adjusting
the 'personal values' scale to fit the research environment in Vietnam. Phase
9
2: testing the 'personal values' scale with the consumer behavior model in
different service fields in Vietnam.
On the basis of well-defined that the study needs to be conducted in two
phases associated with two studies, and also based on the process of
developing and evaluating the scale of Gilbert & Churchill (1979) and
Nguyen Dinh Tho (2011), the author built a more detailed research process
that was appropriate for current research. Specifically (Figure 1):
Figure 1: Research process of the study
2.2.2. The process of conducting research in phase 1
While conducting the study, the author refered to the Lages & Fernandes
(2005) methods used to create the SERPVAL scale – personal value in
service. Thus, the 'personal values' scale was defined by the researcher as a
second-order scale - similar to the SERPVAL scale of Lages & Fernandes
(2005) (SERPVAL scale generation is the basis reference of the researcher).
10
Sampling method
According to the whole research process (Figure 1), the first phase
consists of two steps:
Qualitative research: The researcher established two discussion groups.
Group 1: - The exploration group: The objective of the group is to discuss
the definition of 'personal values' in service consumption and to identify the
factors that make up 'personal values', also to build the scale for the concept.
Interviewees are people from all walks of life, so that there are many
opinions from different perspectives. Thus, the researcher selected the
objects as teachers, office workers, managers, general laborers, small
business operators ....
Group 2 - control group: The objective of the group is to test the results
of group 1 discussions and to adjust.
Interviewees are teachers who are colleagues of the researcher. They are
experienced university lecturers, so they are able to understand and identify
the problem of the research.
Quantitative research: - The objective is to have a 'personal values' scale
that has been adjusted to fit Vietnamese environment through market data.
Observed objects are Vietnamese people between the ages of 25 and 60
(people who are in working age, have career orientation, have full capacity
of behavior, have enough ability to feel about life and themselves). Sampling
period is the end of 2013.
Data processing methods
Data analysis steps in quantitative studies: (i) Exploratory factor analysis
- EFA; (ii) reliability testing; (iii) Confirmatory factor analysis - CFA.
2.2.3. The process of conducting research in phase 2
The behavioral model used in the research is a combination of two
theoretical models of Personal Values – Attitudes – Behavior (VAB) and
TRA (Theory of Reasoned Action). The consumer domain was identified as
service consumption. (Figure 1.3)
Hypothesis:
Hypothesis 1: The adjusted 'personal values' scale that consists of
5 components and 15 observational variables are preserved through
data analysis process (Cronbach Alpha - EFA - CFA).
Hypothesis 2: The aspects of the concept of 'personal values' that
exist in the testing model are statistically significant ('personal values'
impacts on 'attitudes toward behavior').
11
Hypothesis 3: Variables in research model about the consumption
service behavior have a causal relationship (the non-zero path
coefficient is significant).
The researcher expect these three hypotheses to be supported by
market data.
Sampling method
Researchers select three service sectors to test the 'personal values' scale.
They are tourism service, passenger transport service and fitness service.
Particular observed objects are:
Observation representative for tourism services: domestic tourists to
Nha Trang. Sampling period is on the holiday of 30 April - 1 May, 2015.
Observation representative for passenger transport service: are rail
passengers and airline passengers (from Nha Trang to Hanoi and from HCM
City to Hanoi). Sampling period is from March to May 2015.
Observation representative for fitness service: are the guests at the
gymnasium in Nha Trang city. The sampling period is May 2017.
Data processing methods
Data analysis with statistical tools:
+ Cronbach Alpha Factor.
+ Exploratory Factor analysis - EFA.
+ Confirmatory Factor analysis - CFA.
+ Structural Equation Model - SEM.
12
CHAPTER 3
RESULTS OF DATA ANALYSIS
3.1. The research results of phase 1 - adjusting the 'personal values' scale
to fit Vietnamese market
Qualitative research
After conducting group discussion and retrieval of all measurement variables
of the current scale systems (SERPVAL, LOV, RVS), the composite scale was
formed (Table 3.2).
Table 3.2: Composite scale for the concept of 'personal values'
0
N
Content
N0
Content
1 Tranquility
15 More freedom to act
Better communication with
2 Family security
16
others
3 Harmony and stability in life
17 Self-respect
4 Fun and enjoyment in life
18 Sense of accomplishment
5 Respect from others
19 Self fulfilment
Feeling that the world is more
6
20 Sense of belonging
agreeable
7 Social recognition
21 A world of beauty
8 Status
22 Equality
Stimulating and adventurous
9
23 Happiness
life
10 Higher integration in my group 24 Mature love
11 Better relationships
25 National security
Strengthen my friendship
12
26 Salvation
relationships
Strengthen my family
13
27 True friendship
relationships
14 More comfort in my life
28 Wisdom
Quantitative study (sample consists of 319 observations)
After carrying out the data analysis sequence: EFA Exploratory Factor
Analysis → Cronbach 'Alpha Reliability Test → Confirmatory Factor
Analysis CFA. The results of the 'personal values' scale for the research
environment in Vietnam are as follows:
13
Table 3.5: Result of personal value scale in Vietnamese market
Factors
Value
Contents
Notes
SERPVAL
Value1 I have a tranquil life.
Lages &
Peaceful life Value2 My family is secure.
Fernandes,
Value4 I am pleased with my life.
2005
Value23 I am happy.
RVS
Sentiment Value24 I have mature love.
Rokeach,
1973
Value27 I have true friendship.
SERPVAL
Value5 I am respected by the others.
Social
Lages &
Value7 My society recognizes me.
recognition
Fernandes,
Value8 I have a high social status.
2005
Value17 I am self-respecting.
LOV
Consciousness Value18 I have sense of accomplishment.
Kahle, 1983
Value19 I fulfill myself.
Value10 I highly integrate into my group.
SERPVAL
I have good relationships with the
Value11
Social
Lages &
others.
integration
Fernandes,
I
strengthen
my
family
2005
Value12
relationships
14
Figure 3.1: CFA model with standardized results
3.12. The research results of phase 2 - testing of the 'personal values'
scale with the service consumption behavior model
The measurement model in the 'personal values' scale – adjusted with the
components of the service consumption behavior model for three areas of
tourism service, passenger transport service and fitness service, as follows
(Tables 3.8, 3.13, 3.18):
15
ATTITUDE
PERSONAL VALUES
Tables 3.8; 3.13; 3.18: Measurement model in testing 'personal values' scale
with service consumption behavior model
Hidden
Measurement variables
variables
V1 I have a tranquil life.
V2 My family is secure.
V3 I am pleased with my life.
V4 I am happy.
V5 I have mature love.
V6 I have true friendship.
V7 I am respected by the others.
V8 My society recognizes me.
V9 I have a high social status.
V10 I am self-respecting.
V11 I have sense of accomplishment.
V12 I fulfill myself.
V13 I highly integrate into my group.
V14 I have good relationships with the others.
V15 I strengthen my family relationships
Tourism
Passenger
Fitness service
service (sample Transport service
(sample - 339
- 408
(sample - 372
observations)
observations)
observations)
Traveling is a Taking a plane Exercise at the GYM
V16
good idea.
(train) is a good idea. is a good idea.
Traveling is an
Taking a plane Exercise at the GYM
V17 enjoyable
(train) is a good idea. is a good idea.
experience.
Traveling
Taking a plane Exercise at the GYM
V18
benefits me.
(train) benefits me. benefits me.
Taking a plane Exercise at the
Traveling
is
V19
(train)
is GYM is necessary
necessary to me.
necessary to me. to me.
Taking a plane Exercise at the
Traveling
is
V20
(train)
is GYM is important
important to me.
important to me. to me.
BEHAVIOR
INTENTION
SUBJECTIVE NORM
16
My
family My family support
V21 support me to me to travel by
travel.
plane (train).
My
friends My friends support
V22 support me to me to travel by
travel.
plane (train).
My
colleagues
My colleagues
support me to
V23 support me to
travel by plane
travel.
(train).
People around People around me
me think that think
that
V24
travel
is traveling by plane
essential.
(train) is essential.
Sometimes
I Sometimes I think
V25 think I should I should take a
travel.
plane (train).
I am intending to
I am intending
V26
travel by plane
to travel.
(train).
I have had a plan to
I have had a plan
V27
travel by plane
to travel.
(train).
Sometimes
I Sometimes I travel
V28
travel.
by plane (train).
I
travel I frequently travel
V29
frequently.
by plane (train)..
On average,
On average, how
how many times many times a
a year do you
year do you travel
V30
go traveling:
by plane (train):
times/year
times/year
My family support
me to exercise at
the GYM.
My friends support
me to exercise at
the GYM.
My
colleagues
support me to
exercise at the
GYM.
People around me
think that exercise
at the GYM is
essential.
Sometimes I think I
should exercise at the
GYM.
I am intending to
exercise at the GYM.
I have had a plan to
exercise at the GYM.
Sometimes
I
exercise at the GYM.
I frequently exercise
at the GYM.
On average, how
many times a week
do you exercise at
the GYM:
times/week
17
At the end of the analysis process, the final result is:
Figure 3.3: Standardized SEM model for travel behavior model
Figure 3.5: Standardized SEM model for passenger behavior model
18
Figure 3.9: Standardized SEM model for GYM exerciser behavior model
At the end of the testing process of 'personal values' scale – adjusted
with service consumption behavior model, the results from data showed that
the three research hypotheses are fully supported. The specifications of the
models are satisfactory. The relevance of the model to the value data does not
exceed the threshold. Load coefficients and path coefficients are statistically
significant.
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