Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Joseph, David; James, Blesson Varghese; Sharma, Tanya Title A name given to the resource Modelling Complex Psychological and Behavioral Dynamics: Analyzing Perception and Psychological Ownership in Gen Z's Re-subscription Intentions towards OTT Platforms Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Northeast Journal of Complex Systems;Volume;7;Issue;1;Article No.;13; Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.63562/2577-8439.1119" target="_blank" rel="noreferrer noopener">https://doi.org/10.63562/2577-8439.1119</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105008237774?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105008237774?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Joseph D., Christ University, Bangalore, India; James B.V., Christ University, Bangalore, India; Sharma T., Christ University, Bangalore, India Description An account of the resource 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 resubscription 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 resubscription 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. 2025, Binghamton University Libraries. All rights reserved. Subject The topic of the resource complex systems; Gen Z; perceived benefits; perceived drawbacks; psychological ownership; re-subscription intention Publisher An entity responsible for making the resource available Binghamton University Libraries Relation A related resource ISSN: 25778439; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource All Open Access; Gold Open Access Format The file format, physical medium, or dimensions of the resource online