...Yael Podkamien; Dikla Perez; Inbal Stockheim Purpose This study aims to address ambiguities in the technology acceptance model (TAM) by examining the conditions under which TAM constructs positively affect technology adoption, focusing on the interactive effects of perceived ease of use (PEOU...

... consumers of OTT services, the study empirically tests a research framework based on the technology acceptance model (TAM) and uses and gratifications theory (UGT). Partial least squares structural equation modeling (PLS-SEM) method was used to analyze the primary data and explain consumers’ motivations...