Five hypothetically-framed items assess the extent to which a consumer anticipates that shopping in a specific store would deliver hedonic value -- joy, gratification, escapism, relief from everyday problems, and simple fun. The scale measures perceived hedonic value as a property of the store rather than a general shopping disposition, making it contextually anchored in the evaluation of a particular retail environment. Items are phrased hypothetically to accommodate situations where consumers are evaluating a store they have not yet shopped in.
Full scale items shown. Always cite the original source when using this scale in research.
Developed by adapting Babin, Darden, and Griffin's (1994) hedonic shopping value measure: the present version has fewer items, uses hypothetical framing throughout, and adds one item not present in the original. The hypothetical phrasing ('would') suits evaluations of unfamiliar or imagined stores but limits interpretability in contexts where actual shopping has occurred. Construct reliabilities (.93, .91) and AVEs (.73, .68) are adequate though the Study 2 AVE (.68) is slightly below ideal; researchers should note the modest convergent validity in the seven-point format. Reliability reported as composite reliability (CR/ω) rather than Cronbach's α; the value entered in the alpha field reflects CR. CR and omega are computed from the same formula using CFA factor loadings and are treated as equivalent here. Source: Pounders, Babin & Close (2015), Table 1.
Pounders, K. R., Babin, B. J., & Close, A. G. (2015). All the same to me: Outcomes of aesthetic labor performed by frontline service providers. Journal of the Academy of Marketing Science, 43(6), 670-693.
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