Hedonic and Utilitarian Shopping Motivation: A Scale Validation Study in the Indian Retail Context

The purpose of this study was to identify the main factors that affected the shopping motivation of consumers in Indian retail context and to validate the shopping motivation scale in Indian context. A quantitative analysis approach was adopted for this study using mall intercept technique. Exploratory factor analysis using principal axis factoring followed by (Confirmatory Factor Analysis) CFA was carried out to validate the shopping motivation scale. The paper identified seven shopping dimensions: adventure shopping, gratification shopping, idea shopping, role shopping, value shopping and utilitarian/functional shopping. A shopping motivation scale with seven dimensions is valid in Indian context and demonstrates strong model fit indices. The results were in line with the results obtained in USA by Arnold and Reynolds and Kim, Cardoso and Pinto in Portugal. The findings and recommendations will help the retailers to gather insights to improve the retail services for customers in Indian context.