Figure 1
The conceptual model is titled “O T T Adoption Framework”, which consists of circular nodes arranged from left to right. Five circular nodes are aligned horizontally across the center. From left to right, these are labeled: “Perceived Ease of Use”, “Perceived Usefulness”, “Attitude”, “Behavioral Intention”, and “Usage”. Below this horizontal sequence and at the bottom center, the text “Main T A M Path” is displayed. From “Perceived Ease of Use”, a horizontal arrow points to “Perceived Usefulness”. Below this arrow, the label “Indirect Effect” is shown. From “Perceived Usefulness”, a horizontal arrow points to “Attitude”. From “Attitude”, a horizontal arrow points to “Behavioral Intention”. From “Behavioral Intention”, a horizontal arrow points to “Usage”. At the upper left of the model, a circular node is labeled “U G Motives”. From this node, two solid arrows extend. One arrow points downward to “Attitude”. The second arrow points to “Behavioral Intention”. To the left of these arrows, below the node, the text “Mediation” is displayed. At the lower right of the model, a circular node is labeled “Crisis Exposure”. From this node, a dashed arrow points upward and connects to “Usage”. On this dashed arrow, the text “Moderation” is displayed.Integrated theoretical framework. The model illustrates the relationships among key constructs: perceived usefulness (PU) and perceived ease of use (PEOU) influence attitude and intention (core TAM path); UG motives (e.g. entertainment, escapism and social interaction) act as mediators and moderators between attitude and intention and crisis exposure moderates the intention–usage link. The framework integrates technological, motivational and contextual determinants of OTT adoption