“…Most of the empirical research has studied the determinants of adoption and diffusion from models that extend the application of TAM (Read et al, 2011;Shin, 2011;Lai and Chang, 2011;Lee 2013;Aharony, 2014;Jin, 2014;Williams et al, 2014) or IDT (Jung et al, 2011;Huang and Hsieh, 2012;Waheed et al, 2015) to explain the adoption of ebooks or e-readers. In these models, adoption of the technology has mostly been conditioned by cognitive or rational motives (e.g., perceived ease-of-use and usefulness, convenience, compatibility or media richness), with few works (Antón et al, 2013;Ferreira et al, 2014;Torres et al, 2014;Chen, 2015) considering the role of more emotional motives (enjoyment, playfulness, entertainment or pleasure).…”