Table 1 Conceptual framework integrating... | Emerald Publishing

Table 1

Conceptual framework integrating TAM, UG and crisis behaviour theories. The table summarizes theoretical constructs, operationalization strategies and hypothesized relationships guiding the study’s empirical testing

Framework	Core constructs	Study operationalization	Expected relationship
Technology acceptance model (TAM)	Perceived usefulness (PU), perceived ease of use (PEOU), attitude and behavioural intention	Measured through perceived OTT convenience, personalization, interface simplicity and usefulness	PU and PEOU → Attitude → Intention → Usage
Uses and gratifications (UG)	Entertainment, escapism, social interaction and information-seeking	Quantified through motivational scales assessing viewing purpose and satisfaction	UG motives → Attitude and Intention (Mediator/Moderator)
Crisis-driven behaviour framework	Lockdown duration, perceived stress and adaptation to disruption	Measured via exposure variables and routine change indicators	Crisis exposure moderates Intention → Usage relationship
Integrated model	Combined TAM, UG and crisis constructs	Hierarchical regression and SEM used to validate model	PU, UG motives and crisis context jointly explain OTT adoption

Framework	Core constructs	Study operationalization	Expected relationship
Technology acceptance model (TAM)	Perceived usefulness (PU), perceived ease of use (PEOU), attitude and behavioural intention	Measured through perceived OTT convenience, personalization, interface simplicity and usefulness	PU and PEOU → Attitude → Intention → Usage
Uses and gratifications (UG)	Entertainment, escapism, social interaction and information-seeking	Quantified through motivational scales assessing viewing purpose and satisfaction	UG motives → Attitude and Intention (Mediator/Moderator)
Crisis-driven behaviour framework	Lockdown duration, perceived stress and adaptation to disruption	Measured via exposure variables and routine change indicators	Crisis exposure moderates Intention → Usage relationship
Integrated model	Combined TAM, UG and crisis constructs	Hierarchical regression and SEM used to validate model	PU, UG motives and crisis context jointly explain OTT adoption