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Early stage Internet shoppers tend to pay more attention to functional, hedonic, and social values and place less emphasis on epistemic and security values. This implies that early stage online shoppers seek enjoyment (focus on hedonic value) and, at the same time, want to save time and energy (emphasis on functional value). This limited the scope of generalization to similar cultures and age groups. The focus of the study was the shopping experience and not the purchasing experience. This study presents testing of an extended value model within an early stage Internet shopping market. 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