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Research Article

JCR. 2020; 7(13): 1496-1506


Hedonic Shopping Experience in Malls: A Scale Development Study

Nithya Raguprasadh, Dr. T. Frank Sunil Justus, Dr. S. Prem Kumar.

Abstract
The evolving retail sector, rising customer expectations and competitive landscape have emphasized the need for hedonic ingredients to enrich the shopping experience of consumers. Malls being a prime destination for hedonic shopping in India, this study aims to develop a practical hedonic shopping experience scale encapsulating the various types of hedonic experiences offered in malls. The study employed qualitative research using in-depth interviews to thoroughly investigate the shopping experiences of mall consumers and to generate the initial scale items. A structured questionnaire comprising these items was designed for the quantitative study. The data collected (n = 224) using mall intercept survey were subjected to exploratory and confirmatory factor analyses which yielded a 26-item hedonic shopping experience scale consisting of seven dimensions: window shopping experience, social experience, entertainment experience, gratifying experience, bargain shopping experience, status shopping experience and aesthetic experience. The potential applications of the proposed scale are discussed along with its limitations and directions for future research.

Key words: Shopping experience, Hedonic consumption, Malls, Scale development



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