With the development of the Internet, shopping through e-commerce platforms has become a significant choice for people. However, with the emergence of various e-commerce platforms, people's selectivity has gradually increased, so retaining customers has become an essential issue for e-commerce enterprises. This research explores the influence mechanism of customer participation on customer loyalty to e-commerce platforms, taking experience value as the intermediary variable, and its purpose is to put forward some suggestions for improving customer loyalty to e-commerce platforms.

Li Jieya. Research on the Influence of Customer Participation on Customer Loyalty in Online Shopping Context—Based on the Intermediary Role of Experience Value. International Journal of Frontiers in Sociology (2023), Vol. 5, Issue 6: 13-20. https://doi.org/10.25236/IJFS.2023.050604.

[1] Prahalad C K, Ramaswamy V. Co-opting customer competence[J]. Harvard business review, 2000, 78(1): 79-90. 

[2] Vargo S L, Lusch R F. The four service marketing myths: remnants of a goods-based, manufacturing model [J]. Journal of service research, 2004, 6(4): 324-335. 

[3] Yi Y, Gong T. Customer value co-creation behavior: Scale development and validation[J]. Journal of Business research, 2013, 66(9): 1279-1284. 

[4] Cermak D S P, File K M, Prince R A. Customer participation in service specification and delivery[J]. Journal of Applied Business Research (JABR), 1994, 10(2): 90-97. 

[5] Ennew C T, Binks M R. Impact of participative service relationships on quality, satisfaction and retention: an exploratory study [J]. Journal of business research, 1999, 46(2): 121-132. 

[6] Li Jianzhou, Fan Xiucheng. An empirical study on three-dimensional service experience [J]. Tourism Science, 2006, (02):54-59. 

[7] Zhang Fengchao, You Shuyang. Evaluation of Theoretical Model of Structural Dimension of Experience Value [J]. Foreign Economics & Management, 2009, 31(08):46-52. 

[8] Zhang Hong, Jiang Yunjun, Lu Yaobin, Deng Chaohua. Customer Co-creation Experience Value Empowered by Social Media: Multi-dimensional Structure and Multi-level Influence Effect [J]. Journal of Management World, 2022, 38(02):150-168+10-17. 

[9] Assael H. Consumer behavior and marketing action[M]. Kent Pub. Co., 1984. 

[10] Chen Wenjing, Zhang Hongna, Wan Yan, Shi Kan. Research on the formation mechanism of customer loyalty under the network environment. Chinese Journal of Management Science, 2015, 23(07): 127-133. 

[11] Al-Maamari Q A, Abdulrab M. Factors affecting on customer loyalty in service organizations [J]. International Journal of Energy Policy and Management, 2017, 2(5): 25-31. 

[12] Arslan I K. The importance of creating customer loyalty in achieving sustainable competitive advantage [J]. Eurasian Journal of Business and Management, 2020, 8(1): 11-20. 

[13] Huang Xiaozhi, Liang Minhua, Liu Dege. Research on the Adjustment Mechanism between Participation Intensity and Customer Experience——Based on the Perspective of Collective Participation [J]. Journal of Business Economics, 2018, (09):76-85. 

[14] Li Chaohui, Bu Qingjuan, Cao Bing. How to promote brand relationship by customer participation in value creation in virtual brand community? -the intermediary role of brand experience [J]. Commercial Research, 2019, (06):9-17. 

[15] Wu Yuee. The Influence of Customer Participation in Value Co-creation on Customer Loyalty —— Based on the Research of Mass Customization Mode in internet plus [J]. Journal of Chongqing University of Posts and Telecommunications(Social Science Edition), 2019, 31(02):101-109. 

[16] Lei Tan, Zheng Dingbang. Research on the Influencing Factors of Customers' Continuous Use of Travel APP—Based on the Perspective of Value Co-creation [J]. Enterprise Economy, 2021, 40(06): 120-128. 

[17] Holbrook M B. The millennial consumer in the texts of our times: Experience and entertainment[J]. Journal of Macromarketing, 2000, 20(2): 178-192. 

[18] Nobar H B K, Rostamzadeh R. The impact of customer satisfaction, customer experience and customer loyalty on brand power: empirical evidence from hotel industry[J]. Journal of Business Economics and Management, 2018, 19(2): 417-430. 

[19] Bu qingjuan, Jin Yongsheng, Li Chaohui. How do customers favor "community" and "brand" — The influence of customer experience value on customer loyalty from the perspective of value co-creation [J]. Journal of Marketing Science, 2017, 13(02):1-17. 

[20] Molinillo S, Aguilar-Illescas R, Anaya-Sánchez R, et al. The customer retail app experience: Implications for customer loyalty [J]. Journal of Retailing and Consumer Services, 2022, 65: 102842. 

[21] Zhao Hao. Does New Retail Technology Effectively Enhance Customer Loyalty —— A Test Based on Process Experience and After-sales Service [J]. Journal of Commercial Economics, 2022, (04):77-80.