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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. [ABSTRACT FROM AUTHOR]