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.

Representative 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.

Citation

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