This study examined the effects of content and consumer characteristics as antecedent factors of customers' browsing activities in internet shopping malls, and investigated the influence of browsing activities on impulse buying. In particular, browsing activities were classified into utilitarian browsing and hedonic browsing based on the values customers pursue, and the roles of these browsing types in the relationships between antecedent variables and impulse buying were empirically analyzed. The results are as follows. First, higher quality of informational content increased customers' utilitarian browsing, and higher quality of emotional content increased customers' hedonic browsing. Second, greater self-control among customers increased utilitarian browsing, and higher innovativeness among customers increased hedonic browsing. Meanwhile, when examining the direct effects of self-control and innovativeness on impulse buying without the mediation of browsing activities, greater self-control decreased impulse buying, whereas higher innovativeness increased impulse buying. Third, utilitarian browsing decreased impulse buying, while hedonic browsing increased impulse buying. Finally, the quality of informational content influenced impulse buying only through the mediation of utilitarian browsing, and emotional content influenced impulse buying only through the mediation of hedonic browsing.