Shopping Value Scale

What it measures

Measures two fundamental dimensions of the shopping experience: hedonic value (the fun, playfulness, enjoyment, excitement, and entertainment derived from shopping as an experience in itself) and utilitarian value (the efficient, task-focused accomplishment of a shopping mission). Babin et al.'s distinction is foundational to retail and consumer experience research — shopping is simultaneously a productive task and a leisure activity. High hedonic shopping value is associated with greater time in store, more unplanned purchases, higher satisfaction, and stronger WOM. Utilitarian value predicts repeat patronage driven by efficiency and convenience.

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.