<![CDATA[Purpose – This study aims to analyse the influence of Customer Experience on Customer Citizenship Behaviour (CCB) amongst social commerce users in Indonesia, both directly and via Trust and Customer–Platform Identification. The model explains the relational and identity mechanisms that associate with transactional buyers into voluntary contributors to the platform. Design/methodology/approach – The study employed an explanatory quantitative survey of 240 social commerce users selected via purposive sampling. Respondents were aged 17 or over and had carried out at least two transactions in the past six months. The model was tested using Partial Least Squares Structural Equation Modelling with SmartPLS 4.2.9. Finding/Results – Customer Experience has a positive effect on Trust, Customer–Platform Identification and CCB. Trust enhances Customer–Platform Identification and CCB, whilst Customer–Platform Identification enhances CCB. The model explains 70.9% of the variation in CCB. Trust and Customer–Platform Identification explain distinct but interconnected indirect pathways between Customer Experience and Customer Citizenship Behaviour, including complementary specific mediation effects and an additional sequential indirect pathway. Originality/Value – This study expands upon existing research into social commerce, which generally focuses on purchase intention, repurchase and loyalty. Its novelty lies in the integration of experiential marketing, Commitment-Trust Theory and Social Identity Theory to explain CCB through two distinct yet complementary mediators.]]>
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