The development of Internet Protocol Television (IPTV) is accelerating globally and provides significant revenue opportunities depending on user adoption. Hence, user adoption of IPTV constitutes a field of interest for IPTV providers. This paper extends prior research by proposing a research model for studying the driving forces of users' adoption of IPTV. Examining IPTV as a hedonic IT system, this paper stresses the importance of users' perception of IPTV-specific factors as well as enjoyment for the adoption process, and incorporates a direct link between buying related aspects preceding the intention to use.