Abstract

The research provides an overview of theories related to the concept of “personal values” and the formation and development of the measuring scales of “personal values” in the world. Based on the findings that the current measuring scale is inappropriate in the Vietnam society, the writer calibrated all indicators of the used scale and constructed a new measuring scale which well match the context of the market research. The results showed that “personal values” in the Vietnamese market includes five elements, which are (i) peaceful life; (ii) love; (iii) self-esteem; (iv) social integration; and (v) social recognition. The author then implements the accreditation of the research of the individual value measurement in the Vietnam market with the model of service consumer behaviour (tourism and passenger transportation services). The result shows that the measuring scales well match the context of the market research. However, each type of service has its different expression. In particular, (i) five elements of measurement have different important levels in each service sector. (ii) the effect of the “personal values” on target variable (attitude) also has different intensities between two different sectors.