measuring hedonic and utilitarian shopping value

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Work and/or Fun: Measuring He-donic and Utilitarian Shopping Value

테크노경영협동과정안경민

BARRY J. BABIN ㆍ WILLIAM R. DARDEN ㆍ MITCH GRIFFIN

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Introduction

This article describes the development of a scale assessing consumers'

evaluations of a shopping experience along two important dimensions: utili-

tarian and hedonic value

The personal shopping value scale presented here asks the consumer,

“What was in it for you?"

The scale dimensions are reflected in accounts of shopping's "dark side"

and "fun side”

Additionally, an account of hedonic and utilitarian shopping outcomes may

provide insight into many consumption behaviors

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THEORETICAL BACKGROUND

The search for a precise definition of "value" has proved an enduring en-deavor for a wide range

A review of this literature reflects its multifaceted nature.

Value in Consumer Research

Zeithaml (1988) reviews this literature extensively and identifies four common uses of the term.

• One definition simply equates value with price: "Value is price“• Two other conceptualizations highlight value's key role in the ex-

change process by representing the trade-off between costs and benefits

• The other is more specific, expressing value as a trade-off between perceived product quality and price.

Here, value is "all factors, both qualitative and quantitative, subjective and objective, that make up the complete shopping experience"

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In this study, we consider value from this experiential perspective

Value in this form is considered the key outcome variable in a general

model of consumption experiences

Value in Consumer Research

Value is "an interactive relativistic preference experience . . . characteriz-

ing a subject's experience of interacting with some object.

A shopping experience could evoke value either through successfully ac-

complishing its intended goal or by providing enjoyment and/or fun

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A general view of value recognizing both

• (1) a utilitarian outcome resulting from some type of conscious pur-

suit of an intended consequence and

• (2) an outcome related more to spontaneous hedonic responses

captures a basic duality of rewards for much human behavior.

Two Types of Shopping Value

For example, people can gain extrinsic rewards (monetary awards, prizes,

etc.) from participation in competitive events,

but they can also gain a more intrinsic, personal, and emotional reward

from competitively derived pleasure (Deci et al. 1981).

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Utilitarian consumer behavior has been described as ergic, task-related, and rational

Perceived utilitarian shopping value might depend on whether the particular consumption need stimulating the shopping trip was accomplished.

Utilitarian Value

Similarly, two focus group respondents in our research discussed "success-ful" and "unsuccessful shopping trips"

Utilitarian value may be useful in explaining the "dark side of shopping"

Utilitarian value may be most relevant in explaining shopping trips de-scribed by consumers as "an errand" or "work"

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Hedonic value is more subjective and personal more from fun and playful-ness

Hedonic shopping value reflects shopping's potential entertainment and

emotional worth

• Increased arousal, heightened involvement, perceived freedom, fan-

tasy fulfillment, and escapism all may indicate a hedonically valuable

shopping experience

• Vicarious consumption can provide hedonic value by allowing a con-

sumer to enjoy a product's benefits without purchasing it

Hedonic Value

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Participants in qualitative research have expressed statements consistent

with hedonic value's potential indicators.

In other situations, the actual purchase act can produce hedonic value and

may serve as the climax of the buying process.

Hedonic Value

Consumers may also receive hedonic value through bargain perceptions

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Hypothesizing the strength and direction of the relationship between hedo-

nic and utilitarian value requires consideration of several factors.

• Gift-shopping is less enjoyable among consumers looking for an item

specifically requested by its recipient (Belk 1979

• Benevolent activity can produce a hedonic reward through self-grati-

fication that is useful in mood management

Dimensional Relation

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GENERAL DISCUSSION

The purification process identified 15 items best representing distinct he-donic and utilitarian shopping value dimension

The scale should prove useful in developing and testing consumer behav-ior theory in a number of additional areas.

Value assessed by the scale is quite likely to influence evaluations of prod-ucts purchased or considered while shopping

Given that bargain perceptions relate to both dimensions of shopping value, the measures may add additional explanatory power to traditional product-choice studies

Potential scale applications might help explain some apparently "irrational" consumer behaviors.

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Conclusions and Future Research

Future research is needed to develop scales similar to the personal shop-

ping value scale for other consumption contexts.

Informational shopping is another potential utilitarian shopping element

discussed earlier, but not incorporated explicitly in the final scale.

Future studies could include multiple levels of abstraction in a single struc-

tural model.

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measuring hedonic and utilitarian shopping value

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