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

Abstract

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.

Meta-analytic evidence on personal shopping value

“…The results presented here provide a peek into what a comprehensive synthesis may find. Nevertheless, these results are consistent with recent research that validates the resilience of both value dimensions across different shopping contexts (Picot-Coupey et al, 2020). Both studies support the continued importance of simultaneous consideration of hedonic and utilitarian value in consumption experiences, despite evolving consumer behaviors.…”

“…The emotions that go along with playing video games epitomize the realization of hedonic value. Picot-Coupey et al (2020) validate the two-dimensional structure of hedonic and utilitarian value across various context further supporting the resilience of the conceptualization in contemporary shopping environments. As the authors note, even as consumer shopping behavior might evolve, the quest for utilitarian and hedonic value in experiences remain consistent.…”

“…Both of these studies and additional prior research (e.g. Babin et al, 2007;Picot-Coupey et al, 2020), as well as the conceptual nature of the two, suggest a positive relationship between perceived value and customer satisfaction. Thus, we address the following research question: RQ2: What is the relationship between each of the PSV dimensions and customer satisfaction?…”

“…Value remains a fundamental explanatory notion in marketing. Consequently, a multitude of conceptualizations, models, and measurement tools has been proposed throughout the construct’s advancement (Picot-Coupey et al, 2020; Sánchez-Fernández and Iniesta-Bonillo, 2007). Rivière and Mencarelli (2012) offer perhaps one of the best attempts at developing organic value theory within the marketing literature.…”

Résultats d’une méta-analyse sur la valeur perçue de magasinage

“…La valeur reste un concept explicatif central en Marketing. Aussi, une multitude de conceptualisations, de modèles et de mesures ont été proposés (Picot-Coupey et al., 2020 ; Sánchez-Fernández et Iniesta-Bonillo, 2007). Rivière et Mencarelli (2012) offrent peut-être l’une des meilleures tentatives de développement d’une théorie de la valeur en Marketing.…”