Psychological Ownership and OTT Use Intentions: The Moderating Role of Homing Behavior

We investigated the role of psychological ownership (PO) of an over-the-top (OTT) service in users’ satisfaction and use intentions. Employing an online survey of 508 paid OTT subscribers from South Korea, we used covariance-based structural equation modeling (CB-SEM) via AMOS and multi-group analysis to compare single-homing and multi-homing users. The structural model explained 35.7% of the variance in continuous intention to use (R2 = 0.357) and 20.9% of the variance in discontinuance intention (R2 = 0.209). PO was positively associated with content, price, and function satisfaction and continuous intention to use (β = 0.129, p = 0.009). Content satisfaction was associated with continuous intention to use (β = 0.360, p < 0.001) and discontinuance intention (β = −0.425, p < 0.001). Price satisfaction was not significantly associated with either outcome. The reported group comparisons indicated stronger PO–content satisfaction and content satisfaction–continuous use relationships among single-homing users. The findings connect service-level attachment to attribute-specific evaluations and suggest that homing status conditions selected relationships. The outcomes measure intentions, and their nonparallel wording limits conclusions about asymmetry between subscription renewal and cancellation.