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Tools and Measurements for Exploring the Consequences of Shopper Orientation

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Hedonism, Utilitarianism, and Consumer Behavior

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Abstract

This chapter discusses the methodology that will be used for exploring the effects of hedonic and utilitarian shopping orientation. Specifically, it presents details about the data collection process, the tools, and the sample size. Then, it presents the scales used for measuring hedonism, utilitarianism, perceived value, purchase amount, store loyalty, price consciousness, and purchase frequency. It also addresses the concepts of measurement reliability and validity, discussing content validity, internal and external consistency, and convergent, discriminant, and nomological validity. Then, the chapter presents the final scale and discusses the specification of the structural equation model that will be estimated in Chaps. 5 to 7. Accordingly, this chapter discusses the tools and techniques for the analysis of the hypotheses in Chap. 3, and for the comparison of intensive distribution and selective distribution. Finally, the chapter provides details about model estimation and model comparison such as the analysis of residuals, and the chi-squared statistic.

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Authors and Affiliations

  1. University of Bologna, Bologna, Bologna, Italy

    Daniele Scarpi

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  1. Daniele Scarpi
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Correspondence to Daniele Scarpi .

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Scarpi, D. (2020). Tools and Measurements for Exploring the Consequences of Shopper Orientation. In: Hedonism, Utilitarianism, and Consumer Behavior. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-43876-0_4

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