Five items measure the degree to which a consumer approaches shopping as a pleasurable, adventure-oriented experience rather than a purely task-focused activity. The scale captures the novelty, curiosity, exploratory, and arousal dimensions of hedonic shopping motivation -- the enjoyment of discovering new products and environments and the emotional 'high' associated with the shopping act itself. It was adapted from a broader seven-item scale by taking the five items with the highest factor loadings in the original development study.
Yim, M. Y., Yoo, S., Sauer, P. L., & Seo, J. H. (2014). Hedonic shopping motivation and co-shopper influence on utilitarian grocery shopping in superstores. Journal of the Academy of Marketing Science, 42(5), 528-544.
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