1. OSCM Publications
  2. Volume 18, Issue 3, 2025
  3. Why Online Sellers Switch? The Role of Pleasure, Engagement and Co-creation of Online Sellers’ Behaviour on Courier Services

Why Online Sellers Switch? The Role of Pleasure, Engagement and Co-creation of Online Sellers’ Behaviour on Courier Services

Author(s):

  • Nor Laila Hassan (Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu, Malaysia Department of Polytechnic and Community College Education (JPPKK))
  • Abdul Hafaz Ngah (Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu, Malaysia Applied Science Research Center, Applied Science Private University, Al-Arab St. Amman, Jordan)
  • Nurul Haqimin Mohd Salleh (Faculty of Maritime Studies, Universiti Malaysia Terengganu, Malaysia)
  • Jagan Jeevan (Faculty of Maritime Studies, Universiti Malaysia Terengganu, Malaysia)
Volume: 18 Issue: 3 Publication Year: 2025 Page: 355-366 Available Online: 4 August 2025 DOI: 10.31387/oscm0620478
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Abstract:
Online sellers tend to consider switching couriers due to increasing customer complaints about courier service quality. This study examined the influencing factors of online sellers’ pleasure, engagement, and switching intention in Malaysia. The study used stimulus-organism-response (SOR) theory and contributed new stimuli (access convenience, conflict handling, and co-creation)-organism (pleasure and engagement)-response (switching intention) model. The study also introduced single and sequential mediators. Furthermore, co-creation moderated engagement and switching intention. Data were collected from 389 online sellers using an online survey. The analysis included only 257 responses. The data were analysed using partial least squares-structural equation modelling (PLS-SEM). Findings show that access convenience and conflict handling positively affected pleasure, while pleasure positively affected engagement and engagement negatively affected switching intention. Moreover, co-creation positively affected engagement. Pleasure and engagement sequentially mediated access convenience and switching intention, conflict handling and switching intention. Engagement mediated co-creation and switching intention. The adverse correlation between engagement and switching intention was intensified by low co-creation. The results will aid couriers in enhancing and innovating services for customers’ pleasure and engagement. Also, the results will aid online sellers in establishing high standards for selecting the best couriers
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@article{norlailahassan-2025-1688,
  title={Why Online Sellers Switch? The Role of Pleasure, Engagement and Co-creation of Online Sellers’ Behaviour on Courier Services},
  author={Nor Laila  Hassan and Abdul Hafaz  Ngah and Nurul Haqimin Mohd  Salleh and Jagan  Jeevan},
  journal={Operations and Supply Chain Management: An International Journal},
  year={2025},
  volume={18},
  number={3},
  pages={355--366},
  doi={10.31387/oscm0620478}
}
Nor Laila  Hassan, Abdul Hafaz  Ngah, Nurul Haqimin Mohd  Salleh, Jagan  Jeevan (2025). Why Online Sellers Switch? The Role of Pleasure, Engagement and Co-creation of Online Sellers’ Behaviour on Courier Services. Operations and Supply Chain Management: An International Journal, 18(3), 355-366. https://doi.org/10.31387/oscm0620478
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