Main Article Content
This exploratory research determines the measurement dimensions of intrinsic motivation for shopping behavior contexts. In addition, the dimensions are suggested to be strongly related and they are assessed for their possible unidimensionality. Based on findings, this research indeed provides evidence that the dimensions are highly related. Evidence is also found to support the similarity of intrinsic motivation dimensions across different contexts, such as age and income. Different future research strategies are suggested for further advancement of inquiry about intrinsic motivation in shopping and intrinsic motivation in general.