SERPVAL Construct Validation in Multi-Service Industries of Chinese Context

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.