Still work and/or fun? -Corroboration of the hedonic and utilitarian shopping value scale

Karine Picot-Coupey (1) , Nina Krey (2) , Elodie Huré (3) , Claire-Lise Ackermann (3)

1 CREM - Centre de recherche en économie et management
2 Rowan University
3 ESC Rennes School of Business

One of the most applied value scales in research is personal shopping value (PSV) by Babin, Darden, and Griffin (1994). PSV assesses consumers’ shopping experiences along hedonic and utilitarian value. The purpose of this research is the corroboration of the original article and the PSV scale to investigate the impact of the past 25 years on the scale’s dimensionality and item composition. The corroboration mirrors the original store environment, while an extension additionally considers two contemporary shopping environments: online websites and mobile apps. Results across six studies confirm shopping value’s two-dimensional structure of work and fun. However, individual items capturing hedonic and utilitarian value deviate from original PSV scale items in number and nature for current stores, online, and mobile apps environments. Researchers and practitioners should exhibit caution to blindly administer or adapt measures without considering temporal or contextual aspects of the scale that limit its applicability.

Mots clés: Hedonic and utilitarian value; Store; Online shopping; Mobile app

Domaines: Gestion et management

Karine Picot-Coupey, Nina Krey, Elodie Huré, Claire-Lise Ackermann. Still work and/or fun? -Corroboration of the hedonic and utilitarian shopping value scale. Journal of Business Research, 2021, 126, pp.578-590. ⟨10.1016/j.jbusres.2019.12.018⟩. ⟨hal-02572817⟩