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

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 stimulusorganism-response (SOR) theory and contributed new stimuli (access convenience, conflict handling, and cocreation)-organism (pleasure and engagement)-response (switching intention) model.The study also introduced single and sequential mediators.Furthermore, cocreation 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 squaresstructural 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 cocreation.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.