Window shopping became a popular evening activity and visits to large urban department stores were often more about entertainment than commerce, providing women with leisure activities and a sense of luxury. Shoppers were encouraged to linger without pressure to buy in an effort to make a visit to the department store an outing, similar to going to the theater. With the introduction of the urban department store after the 1840s, special efforts were made to attract women shoppers with stimulating displays, in-store restaurants, and lavish bathroom and lounge facilities ( Benson, 1987). In previous eras, women were uncomfortable in many public contexts. Department stores began to cater to the hedonic motivations of customers-primarily women-by creating palaces of consumption that offered a variety of products and services and catered to customers from a wide range of economic classes ( Benson, 1987 Trachtenberg, 2007). With the growth of a large urban middle class, other less urgent motivations became possible, and the modern concept of “shopping” was born ( Bowlby, 2001 ).
Prior to the late 19th century, most purchases were simple utilitarian efforts to obtain needed items at an affordable price. Stuart Vyse, in Environmental Psychology and Human Well-Being, 2018 Utilitarian and hedonic motivations for shopping The instrument scales were assessed as reliable and valid. The survey instrument was reviewed for content validity by university staff and information systems academics, and was then pilot-tested on 200 consumers who were not included in the main survey. Use was measured as a composite index of variety and frequency of six mobile internet applications. Respondent characteristics captured included age, gender, and experience (in months). These items utilised 7-point scales (‘strongly disagree’ to ‘strongly agree’). The original constructs drew on the previous 2003 UTAUT scales, while the three new constructs adapted scales from other researchers.
The survey instrument included several items (three or four statements) for each of the following model constructs: performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, habit, and behavioural intention. Kerry Tanner, in Research Methods (Second Edition), 2018 The survey instrument and its measurement scales
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