The HUSV is the most widely used measure of the value consumers derive from shopping trips, conceptualised as a post-experience evaluation of both hedonic and utilitarian shopping outcomes. Babin, Darden, and Griffin (1994) extended the hedonic-utilitarian framework from product attitudes (Batra & Ahtola, 1991) to shopping experience evaluation, arguing that shopping itself — not just the products acquired — delivers two distinct forms of value. Utilitarian Shopping Value reflects the successful, efficient, and task-oriented completion of planned shopping goals: the instrumental satisfaction derived from finding what was sought, accomplishing the purpose of the trip, and obtaining good value for money. Hedonic Shopping Value reflects the experiential, affective, and intrinsic enjoyment of the shopping trip itself: the fun, adventure, stimulation, and emotional pleasure of the shopping experience independent of the products purchased. Babin et al. (1994) demonstrated that both forms of value contribute independently to overall shopping satisfaction, store patronage, and shopper loyalty. Hedonic value is more strongly associated with browsing behaviour, impulse buying, time spent in-store, and positive word-of-mouth about the store; utilitarian value is more strongly associated with return visit intention and recommendation based on efficiency and goal fulfilment. The scale has been used extensively in retail atmospherics, online retailing, service marketing, and cross-cultural consumer research. Hedonic shopping value varies substantially across cultures, retail formats, and shopper segments; it is higher for recreational shoppers and in experiential retail formats.
Babin, B.J., Darden, W.R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644–656.
Free access to 2023+ psychometric scales at PsychScales