Shopping Enjoyment Scale

What it measures

Measures the hedonic value of the shopping experience — the fun, playfulness, enjoyment, and entertainment derived from shopping independent of task completion. Babin et al.'s distinction between hedonic and utilitarian shopping value is foundational to retail and consumer experience research. High hedonic shopping value is associated with greater time in store, more unplanned purchases, and higher satisfaction.

Representative items

• This shopping trip was truly a joy.
• Compared with other things I could have done, the time spent shopping was truly enjoyable.
• I enjoyed being immersed in exciting new products.
• During the trip, I felt the excitement of the hunt.
• I continued to shop, not because I had to, but because I wanted to.

Citation

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.