Abstract The primary purpose of this paper is to draw on existing literature on personal values and luxury consumption to explore the domain of the service personal values construct in a Confucian culture. The study utilizes qualitative research based on three focus group discussions with 23 participants who are luxury hospitality services customers in Vietnam, a Confucian culture. The findings suggest a comprehensive conceptual framework that expands the three existing dimensions and adds two new dimensions to the service personal values construct. This study provides a better understanding of the personal values that customers seek when using luxury services from a Confucian culture perspective.

中文翻译：

---

奢侈品消费的个人价值：儒家文化视角

摘要本文的主要目的是借鉴有关个人价值和奢侈品消费的现有文献，探讨儒家文化中服务个人价值建构的领域。这项研究利用了定性研究，该研究基于23个参与者的三个焦点小组讨论，这些参与者是越南儒家文化的豪华酒店服务客户。调查结果提出了一个全面的概念框架，该框架扩展了三个现有维度，并为服务个人价值观构建增加了两个新维度。这项研究从儒家文化的角度更好地理解了客户在使用豪华服务时寻求的个人价值。