Customer Value in Internet Shopping Malls: An Extended Structure and Its Validity

As the competition among internet-based retail markets intensifies, how to create customer value in internet shopping malls has become one of the most important issues that marketers and scholars should address. The present study theoretically proposes that an extended structure of customer value be applied to internet shopping malls based on Woodruff's(1997) customer value hierarchy model and Holbrook's (2006) typology of customer value. The extended structure model proposed in the present study classifies customer value into four subdimensions: perspectives of consumption experience, that is, product value,service value, emotional value, and social value. And the subfactors that make up these four subdimensions include quality valence, monetary savings, convenience, personalization, safety, aesthetics, exploration,enjoyment, status enhancing, and self-esteem evoking. The empirical results confirm the validity of the extended structure of customer value. They contribute to further understanding of the customer value structure and efficient implementing of strategies for customer value creation in the context of internet shopping malls by collocating resources in reason based on these customer value subdimensions.