Zixing Wang, Cheehoo Wong, Yang Lyu, Guangyu Li, Zhouxin Li, Christian Wiradendi Wolor
JThis study aims to explore the impact of Creating Shared Value (CSV) on Customer Retention (CR) in the social e-commerce digital service ecosystem, with a focus on the mediating role of Customer Satisfaction (CS) and the integration of agricultural supply chain and logistics. Based on stakeholder theory, social exchange theory and service-dominant logic, this study frames Pinduoduo as a typical digital service ecosystem, and identifies CSV as a core strategic governance signal shaping consumer psychological and behavioral outcome in China’s sinking market. An online questionnaire survey was conducted among consumers with Pinduoduo shopping experience, and a total of 309 valid questionnaires were collected. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) alongside descriptive statistics. The results show that CSV has a significant positive impact on both CS and CR, and CS plays a significant partial mediating role (VAF=48%) between them. CSV practices of Pinduoduo (e.g., agricultural products uplink) are embedded in the platform's logistics integration and digital supply chain coordination, which realize the dual creation of social value and operational efficiency. This study links CSV research with e-commerce logistics, informatics and service science, and provides practical insights for e-commerce platform managers to optimize social responsibility strategies, integrate CSV into digital service ecosystem governance, and enhance long-term customer retention and brand competitiveness. © 2026, Success Culture Press. All rights reserved.
Faculty of Business and Communications (FBC), INTI International University, Malaysia; Faculty of Education and Liberal Arts, INTI International University, Nilai, Malaysia; Faculty of Economics and Business, Universitas Negeri Jakarta, Jakarta, Indonesia; Guilin Shanshui Vocational College, School of Digital Economy Management, Guangxi, Guilin, China
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