Consumers’ engagement in online shopping platform: influences on self-concept and subjective well-being within the platform

Purpose Shopping through e-commerce platforms has become a primary daily activity. However, research on consumer engagement within e-commerce platform contexts remains scarce. We examine the relationship between consumer engagement on online shopping platforms and their subjective well-being, considering self-expansion and self-extension as mediators. Design/methodology/approach We investigate the role of consumer engagement by dividing it into two experiences (crowdsourcing and crowdsending). Using validated measurement scales to analyze data from 440 South Korean consumers, we examine how these engagement experiences affect self-expansion and self-extension, ultimately leading to higher subjective well-being. Findings Crowdsourcing and crowdsending play different and complementary roles in improving self-concept. Furthermore, self-expansion and self-extension are key variables influencing consumer engagement and well-being on the platform. Originality/value This study provides a new perspective of consumer online shopping behavior, revealing the self-related mechanisms that influence the relationship between consumer engagement experiences and subjective well-being.