Shopping process will bring different experiences to customers; meanwhile, the values of products or services are different due to the positions customers locate in during the processes of shopping experience (Hirschman and Holbrook, 1982). In order to establish a long, stable and sound relationship with target customers, retail enterprises should provide customers with more complete experience values (Spiegelman, 2000). The shopping value under a retail context should include tangible shopping results and intangible value perceptions as well as customer emotions. Customers’ shopping behaviors should be considered from the acquisition view of overall experience value. Babin and Darden (1995) thought that experience value provided two kinds of benefits for customers, that is, external and internal benefits. The former was to acquire concrete benefits from shopping, for example, the commodity purchased and the service enjoyed etc; the latter referred to the preference of the purchasing experience itself and the type of preference was related to no results of experience (Holbrook, 1994).