Earticle

초록

영어

This study examines the psychological and technology-enabled mechanisms underlying multihoming intention in the over-the-top (OTT) service market, where users increasingly maintain multiple platform subscriptions simultaneously. Grounded in Uses and Gratifications (U&G) theory, this study conceptualizes parasocial interaction (PSI) with actors appearing in OTT content as a core psychological mechanism linking actor-related factors and OTT service characteristics to usage satisfaction and multihoming intention. The model incorporates self-congruity and value congruence as individual-level factors, along with perceived serendipity and telepresence as technological characteristics that enhance parasocial interaction via flow. Survey data from 150 OTT users who had a favorite actor appearing in OTT content and prior experience engaging in fan-related activities were analyzed using partial least squares structural equation modeling. The results indicate that self-congruity and value congruence with favored actors significantly strengthen parasocial interaction. Perceived serendipity and telepresence positively affect flow, which in turn fosters parasocial interaction. Parasocial interaction positively influences both usage satisfaction and multihoming intention, while usage satisfaction further reinforces multihoming intention. This study advances OTT research by shifting the focus from single-platform continuance to multihoming as a strategic usage behavior and by identifying parasocial interaction as a key psychological driver of multihoming intention, offering practical implications for designing technology-enabled flow experiences and relational engagement strategies.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Literature Review and Theoretical Background
2.1. OTT Services and Multihoming Intention
2.2. Uses and Gratifications Theory
2.3. Parasocial Interaction
Ⅲ. Research Model and Hypotheses
3.1. Self-Congruity
3.2. Value Congruence
3.3. Technological Characteristics
3.4. Flow
3.5. PSI and Usage Satisfaction
3.6. PSI and Multihoming Intention
3.7. Usage Satisfaction and Multihoming Intention
Ⅳ. Methodology
4.1. Measurement Items
4.2. Data Collection
4.3. Descriptive Statistics
Ⅴ. Data Analysis and Results
5.1. Assessment of Measurement Model
5.2. Reliability and Validity of the Measurement Instruments
5.3. Structural Model and Hypothesis Testing
Ⅵ. Discussion
6.1. Theoretical Contributions
6.2. Practical Contributions
6.3. Limitations and Future Research

키워드

저자

• Yoonjeong Choi [ Ph.D. Candidate, School of Business Administration, Kyungpook National University, Korea ]
• Boram Lee [ Ph.D. Candidate, School of Business Administration, Kyungpook National University, Korea ]
• Saerom Lee [ Associate Professor, School of Business Administration/Research Institute of Creative & Cultural Industries, Kyungpook National University, Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  Asia Pacific Journal of Information Systems

• 간기

  계간

• pISSN

  2288-5404

• eISSN

  2288-6818

• 수록기간

  1990~2026

• 등재여부

  KCI 등재,SCOPUS

• 십진분류

  KDC 325 DDC 658