Exploring the Impact of Self-Construal on the Perceived Values of the Post-Purchase Product Customization: The Context of Motorcycle Customization in Vietnam

A few studies have partially analyzed the benefits of motorcycle modification activities in Western countries and Southeast Asian countries (Schouten and McAlexander, 1995; Lai and Aritejo, 2013). Since culture impacts consumers’ value perceptions (Overby et al., 2005), there are limitations to generalizing the findings from existing studies in foreign countries into Vietnam. To understand the effect of cultural difference in consumer behavior, Markus and Kitayama (1991) suggest the concept of “self-construal”, which categorizes an individual’s view of oneself into independent and interdependent. Other researchers (Atakan et al., 2014; Kim and Drolet, 2003) argue that self-construal has a significant influence on how a consumer evaluates products. Vietnam is a collectivistic country; Vietnamese people share the interdependent self-construal view, which values harmonious relatedness of individuals. It is interesting to understand how such a view can affect the perceived values of vehicle modification activities, which emphasize an individual’s uniqueness and preferences. This research aims to provide theoretical insights into the values of motorcycle customization for adults living in Ho Chi Minh City area. The primary data are collected from respondents in Ho Chi Minh City, who are aged between 23 and 39 years and have prior experience in customizing their motorcycle. The findings can be valuable information for motorcycle manufacturers, aftermarket manufacturers, and the custom shops, to have a better understanding of customers’ needs and intentions.