Table 10 Hierarchical regression...

Table 10

Hierarchical regression analysis for predicting OTT usage intensity

Model	R²	ΔR²	F	p
Step 1: Demographics	0.23	0.23	31.47	<0.001
Step 2: +TAM constructs	0.57	0.34	89.23	<0.001
Step 3: +COVID (lockdown, loss)	0.69	0.12	48.56	<0.001

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