Modelling Complex Psychological and Behavioral Dynamics: Analyzing Perception and Psychological Ownership in Gen Z's Re-subscription Intentions towards OTT Platforms

This study explores the complex dynamics between perception, psychological ownership, and re-subscription intentions among Gen Z users of OTT platforms, specifically examining how perceived benefits and perceived drawbacks shape user behavior and investigating the moderating role of psychological ownership in this context. The research focuses on a sample of Gen Z users from India who actively engage with OTT platforms, and data were collected through a structured questionnaire comprising three sections; a structural equation modeling (SEM) technique was applied to analyze the data obtained from 304 valid responses. The analysis reveals that perceived benefits significantly enhance Gen Z's re-subscription intentions, while perceived drawbacks have a negative impact; moreover, the study highlights that psychological ownership moderates the influence of perceived drawbacks, mitigating their adverse effect on re-subscription intentions. Although the study is limited to Gen Z users in India and focuses on a specific set of independent constructs, future research could expand this scope by incorporating other generational cohorts and a broader range of influencing factors to deepen the understanding of user behavior in diverse contexts. This research contributes to the broader literature on consumer behavior in the digital landscape by modeling the interaction between psychological and perceptual factors within a complex system, providing empirical evidence on the moderating role of psychological ownership and emphasizing the importance of these dynamics in designing effective engagement strategies for OTT platforms. Insights from this study underscore the significance of enhancing user perception factors to boost re-subscription rates, and industry practitioners are encouraged to focus on delivering personalized and memorable digital experiences to strengthen psychological ownership and minimize perceived drawbacks. The study also highlights practical strategies for OTT platforms, such as developing high-quality content, intuitive interfaces, and fostering a sense of community and ownership among users, with a focus on addressing perceived drawbacks and enhancing the social value of these platforms as crucial measures for retaining Gen Z users. As one of the first studies to employ complex systems modeling techniques to understand the interplay between perception factors and psychological ownership in influencing re-subscription intentions among Gen Z OTT users, the findings offer valuable insights for the online service industry to refine their service delivery and user engagement strategies.