As competition among internet-based retailers intensifies, how to create customer value in online shopping malls has become a critical issue for both marketing scholars and practitioners. Based on Woodruff's (1997) customer value hierarchy model and Holbrook's (2006) customer value typology, this paper theoretically proposes whether an extended factor structure of customer value can be applied to internet shopping malls. The extended factor structure model proposed in this paper classifies customer value from a customer experience perspective into four sub-dimensions: product value, service value, emotional value, and social value. These four sub-dimensions are further composed of the following sub-factors: quality preference, monetary cost savings, convenience, personal service, transaction security, aesthetics, information searchability, enjoyment, social status enhancement, and self-esteem arousal. The empirical analysis confirmed the validity of the extended customer value factor structure in internet shopping malls. The findings suggest a factor structure that constitutes customer value while also implying that marketing strategies for creating customer value in internet shopping malls need to incorporate the sub-dimensions of customer value proposed in this paper.