The primary objective of this study is to identify what factors influence shopping value, shopping satisfaction, and shopping mall loyalty in the case of entertainment products, which are becoming increasingly diverse and continuously growing in Internet shopping malls. The results of testing the research hypotheses using structural equation modeling are as follows. First, Internet shopping mall characteristics such as comparative convenience and price advantage significantly contributed to buyers' perception of utilitarian shopping value during the shopping process, whereas product purchase factors did not have a significant effect on buyers' perception of hedonic shopping value. Second, the trendiness of entertainment products significantly influenced buyers' hedonic shopping value, but brand did not affect buyers' hedonic shopping value. Third, variety-seeking tendency and innovativeness significantly contributed to consumers' perception of hedonic shopping value during the shopping process, while buyers' self-actualization and information orientation had important effects on perceiving utilitarian shopping value. Fourth, both hedonic shopping value and utilitarian shopping value perceived by buyers during the shopping process were found to have significant effects on post-purchase shopping satisfaction. However, contrary to expectations, despite the purchase being for entertainment products, utilitarian shopping value was found to have a relatively greater effect than hedonic shopping value. Finally, shopping satisfaction significantly influenced Internet shopping mall loyalty. To achieve the above research objectives, data were collected via the web from 147 respondents who had experience purchasing entertainment products from Internet shopping malls.