Work and or Fun: Measuring Hedonic and Utilitarian Shopping Value
Marketing and Fashion Merchandising
Consumer researchers' growing interest in consumer experiences has revealed that many consumption activities produce both hedonic and utilitarian outcomes. Thus, there is an increasing need for scales to assess consumer perceptions of both hedonic and utilitarian values. This article describes the development of a scale measuring both values obtained from the pervasive consumption experience of shopping. The authors develop and validate the scale using a multistep process. The results demonstrate that distinct hedonic and utilitarian shopping value dimen- sions exist and are related to a number of important consumption variables. Impli- cations for further applications of the scale are discussed.
Journal of Consumer Research
Babin, B. J.,
Darden, W. R.,
(1994). Work and or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644-656.
Available at: http://aquila.usm.edu/fac_pubs/7202