Three hypothetically-framed items capture the extent to which a consumer would be willing to purchase from a store, shop there, and return in the future. The items are stated with 'would' rather than 'will,' making the scale more precisely a measure of hypothetical patronage willingness or attitude toward the shopping act than a strict behavioural intention. This phrasing is appropriate for studies involving imagined or unfamiliar store scenarios but should be adjusted toward 'will' when the research context involves real, currently accessible stores.
Full scale items shown. Always cite the original source when using this scale in research.
The authors acknowledged Baker and Churchill (1977) as an approximate source but the items are not the same and the original was product-focused rather than store-focused. The scale therefore represents a novel store-patronage instrument drawing conceptually from multiple intention-related measures. The ambiguous temporal horizon of 'would' versus 'will' has been noted -- replacing 'would' with 'will' would sharpen the measure as a true behavioural intention. Construct reliabilities and AVEs were consistent across both studies (.93 and .77/.81 respectively), suggesting good stability across scale formats. 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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