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.
Full scale items shown. Always cite the original source when using this scale in research.
These five items were selected from Hausman's (2000) seven-item scale on the basis of highest factor loadings reported in that study, without a separate re-validation of the reduced set. Researchers should note that the two omitted items from the original scale may carry unique variance related to social and gratification dimensions of hedonic shopping. Field data were collected in a Korean superstore (Seoul); cultural transferability to other retail contexts should be evaluated before assuming the factor structure holds universally. AVE of .90 is remarkably high and warrants confirmation in new samples. Response scale was 5-point Likert.
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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