Media tablets have been one of the most innovative and popular mobile devices with the rapid development of mobile computing technology. The purpose of this study is to offer a clear understanding of the overall adoption processes by starting from the characteristics of a media tablet to adoption intention via perceived value. This study investigates the relationships between the value of media tablet (e.g., usefulness, enjoyment, social image, and risk) and the product characteristics (e.g., design, functionality, contents, brand, and price). Perceived benefits including perceived usefulness, perceived enjoyment, and social image seem to have a greater impact than the level of perceived sacrifice on perceived value. Perceived usefulness is the strongest factor determining adoption intention through perceived value. An innovative design affects social image, and brand name positively affects both perceived usefulness and social image. Functionality and content have a positive influence on both perceived usefulness and enjoyment. Price positively affects perceived risk. This research also finds that smartphone experience moderates the effect of perceived usefulness on perceived value, and personal innovativeness offsets the negative effect of perceived risk on perceived value as a moderator. These findings contribute a number of implications for academia and practitioners. (C) 2015 Elsevier Ltd. All rights reserved.