Exploring The Antecedents And Outcomes Of Customer Engagement On Interactive Digital Platforms: Case Study Of Shopee Vietnam

Abstract

With a particular focus on Shopee Vietnam, this study investigates the causes and effects of customer engagement (CE) in interactive digital platforms. Based on the Self-Determination Theory (SDT), the study looks at how users' subjective well-being (SW) is affected by CE and how the satisfaction of intrinsic needs—autonomy, relatedness, and competence—serves as a prelude to CE. Self-administered questionnaires were used to gather data using a quantitative technique in order to provide a cross-sectional analysis of user behavior and Shopee Vietnam experiences. According to the results, meeting these basic needs through platform features greatly improves CE, which in turn has a favorable impact on consumers' SW. Through strategic design and improvements to the user experience, this study adds to the theoretical framework of SDT in the context of digital consumer behavior and provides useful insights for e-commerce platforms to encourage deeper involvement and promote customer well-being.