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Shopping malls and the Internet have become major competitors, providing multiple dimensions of consumer value ranging from economic or functional value to hedonic or experiential value. The selection of the Internet versus the mall for shopping can vary for different consumers and in different situations, even for the same consumer. This study’s framework was based on Holbrook’s consumer value typology that includes four components: efficiency (extrinsic/active), excellence (extrinsic,reactive), play (instrinsic/active),and aesthetics (instrinsic/reactive). Based on the consumer value experienced by mall and Internet shopping, each retailer must implement strategies that will lead to consumers’ enhanced shopping experience.