Behavioral Intentions Toward the Store (Hypothetical)

What it measures

A three-item scale measuring a consumer's hypothetical willingness to patronise a specific retail store across enjoyment, purchase willingness, and recommendation dimensions. Items are explicitly framed in the conditional ('I would'), making the scale appropriate for scenario-based designs where participants evaluate a store they have not yet visited. The scale spans hedonic (enjoy), transactional (buy), and advocacy (recommend) behavioural intentions.

Response format

7-point Likert

Scale items

• I would enjoy shopping in this store.
• I would be willing to buy things at this store.
• I would be willing to recommend this store to my friends.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Two reliability estimates: α = .91 (Study 1, n = 176) and α = .89 (Study 2, n = 387) — Hess et al. (2020). VALIDITY: Not reported. Items borrowed from prior store patronage research; specific sources not identified. The conditional 'would' framing makes the scale specifically suitable for hypothetical store evaluations — not appropriate for post-visit actual patronage measurement without rephrasing to present tense.

Recommended companion scales

Citation

Hess, Nicole J., et al. (2020). Journal of the Academy of Marketing Science, 48(2), 340–360.

Keywords