The purpose of this study is to examine the consumer's experience of sense, feel, thinking, action, and relate experience in the shopping process whether the consumer is willing to voluntarily make beneficial behaviors for the enterprise. The study also aimed to assess the mediating effect of subjective well-being, brand identity, and received service fairness in the relationship between experimental marketing and customer citizenship behavior. Convenient sampling techniques were used to select samples. After deleting invalid questionnaires, a total of 109 valid questionnaires were recovered for data analysis. The analysis results after using SmartPLS for the structural model show that experience marketing will have a significant positive effect on customer citizenship behavior. The findings of this study extend the company's understanding of the relationship between consumer shopping experience in online shopping platforms, consumer subject well-being, brand identity, perceived service fairness, and customer citizenship behavior. At the same time, this study also provides discussion and enlightenment for the companies that operate online shopping supermarkets, limitations, and suggestions for future research.

中文翻译：

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体验营销：它会影响客户公民行为吗？泰国多元中介模型的实证研究

本研究的目的是考察消费者在购物过程中的感官体验、感觉体验、思考体验、行动体验和关联体验，是否愿意自愿为企业做出有益的行为。该研究还旨在评估主观幸福感、品牌认同和接受服务公平在实验营销与客户公民行为之间的关系中的中介作用。使用方便的取样技术来选择样品。剔除无效问卷后，共回收有效问卷109份进行数据分析。将SmartPLS用于结构模型后的分析结果表明，体验营销将对客户公民行为产生显着的正向影响。这项研究的结果扩展了公司的 了解消费者在网上购物平台的购物体验、消费者主体幸福感、品牌认同、感知服务公平性和客户公民行为之间的关系。同时，本研究也为经营网购超市的企业提供了探讨和启示、局限性以及未来研究的建议。