Role-Based Hedonic Shopping Motivation

What it measures

Three seven-point Likert-type items measure the hedonic value a consumer places on shopping for others, including the pleasure of selecting perfect gifts and the satisfaction of making others feel good through purchases. The scale is one of six hedonic shopping motivation dimensions and captures the social role and altruistic aspects of shopping behaviour.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I like shopping for others because when they feel good I feel good.
• I enjoy shopping for my friends and family.
• I enjoy shopping around to find the perfect gift for someone.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Alphas of .83 (Study 1) and .84 (Study 2); composite reliabilities of .86 and .88. Full battery of validity tests supported across both studies. AVE ranged from .67 to .71. Part of the Hedonic Shopping Motivations instrument by Arnold and Reynolds (2003).

Citation

Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95.

Keywords