The Journal for Information Professionals
Asia Pacific Journal of Information Systems (APJIS), a Scopus and ABDC indexed journal, is a
flagship journal of the information systems (IS) field in the Asia Pacific region.
ISSN 2288-5404 (Print) / ISSN 2288-6818 (Online)
Editor : Youngsok Bang
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Current Issue
| Date | September 2026 |
|---|---|
| Vol. No. | Vol. 36 No. 3 |
| DOI | https://doi.org/10.14329/apjis.2026.36.3.596 |
| Page | 596~626 |
| Title | Beyond One Platform: Understanding Multihoming in OTT Services through Parasocial Interaction and Flow* |
| Author | Yoonjeong Choi, Boram Lee, Saerom Lee |
| Keyword | Over-The-Top, Multihoming Intention, Parasocial Interaction, Uses and Gratifications Theory, Flow, Telepresence |
| Abstract | This study examines the psychological and technology-enabled mechanisms underlying multihoming intention in the over-the-top (OTT) service market, 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. |
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