“…Experience‐oriented shopping, also called hedonic or recreational shopping, focuses on fun and sensory excitement (Babin et al ., 1994), and the fulfilment of such needs as gaining ideas, improving personal well‐being and socializing with others (Arnold and Reynolds, 2003). Modern consumers have become increasingly sophisticated and demanding with the availability of abundant products, services, information, technology, as well as retail stores and channels (Terblanche and Boshoff, 2004). The shopping experience becomes a central element of consumers' lives, and hedonic shopping value becomes essential (Babin et al ., 1994).…”