The increasing popularity of JavaScript has led to a variety of JavaScript frameworks that aim to help developers to address programming tasks. However, the number of JavaScript frameworks has risen rapidly to thousands of versions. It is challenging for practitioners to identify the frameworks that best fit their needs and to develop new ones which fit such needs. Furthermore, there is a lack of knowledge regarding what drives developers towards the choice. This paper explores the factors and actors that lead to the choice of a JavaScript framework. We conducted a qualitative interpretive study of semi-structured interviews. We interviewed 18 decision makers regarding the JavaScript framework selection, up to reaching theoretical saturation. Through coding the interview responses, we offer a model of desirable JavaScript framework adoption factors. The factors are grouped into categories that are derived via the Unified Theory of Acceptance and Use of Technology. The factors are performance expectancy (performance, size), effort expectancy (automatization, learnability, complexity, understandability), social influence (competitor analysis, collegial advice, community size, community responsiveness), facilitating conditions (suitability, updates, modularity, isolation, extensibility), and price value. A combination of four actors, which are customer, developer, team, and team leader, leads to the choice. Our model contributes to the body of knowledge related to the adoption of technology by software engineers. As a practical implication, our model is useful for decision makers when evaluating JavaScript frameworks, as well as for developers for producing desirable frameworks.