Technology acceptance model (TAM) is a well-established theory to explain technology adoption. However, traditional TAM research generally neglects the impact of emotion in the adoption decisions. In this research, we propose to investigate the effects of consumers’ emotional attachment to IT brands on their adoption decisions and the precursors of emotional attachment. This research synthesizes the existing psychological and marketing theories on emotional attachment and TAM research.
Liu, Ben and Karahanna, Elena, "Emotional Attachment to IT Brands and Technology Acceptance" (2007). SAIS 2007 Proceedings. 2.