The primary objective of this study was to identify whether Chinese shoppers place greater value on utilitarian or hedonic experience when shopping at malls. A secondary objective was to explore how the shopping mall’s environment impacts on hedonic and utilitarian shopping experiences and approach behavior of Chinese shoppers. The results indicate that Chinese consumers are more likely to place greater value on hedonic than on utilitarian experience. Results also indicate that shopping mall atmosphere shapes consumers’ perception on merchandise value, which in turn, influence consumers’ emotional responses (pleasure and arousal), shopping values (utilitarian and hedonic) and approach behavior.