Abstract: This study breaks through the theoretical perspective limits which focus on external factors when studying customer citizenship behavior in former studies and explores customer citizenship behavior from customer principal part perspective, basing on Social Exchange Theory and “Appraisal-Emotional Response-Coping” Model. This study remedies the shortfall of “Stimulate-Organism-Response” paradigm which exists in explaining the mechanism of customer citizenship behavior by constructing the theoretical model of experiential value, customer commitment and customer citizenship behavior. Through data analysis of 727 effective sample cases, we find that efficiency value has significant positive effect on calculative commitment and affective commitment; Service excellence value, aesthetic value and playfulness value have significant positive effect on affective commitment; Compared with the impact of calculative commitment on customer citizenship behavior, the impact of affective commitment on customer citizenship behavior is stronger; Calculative commitment and affective commitment have partly mediating effect on the relationship between experiential value and customer citizenship behavior. The research results provide new theoretical basis for exploring the mechanism of customer citizenship behavior under customer principal part perspective as well as offer decision basis for improving product and service design and evoking customer citizenship behavior to internet retailers.