Purpose – For the internet to realise its full marketing potential, travel agencies need a well-designed e-travel site. Yet the attributes that affect customers' perceptions leading to acceptance of e-travel sites are still unclear. This study seeks to focus on why users accept or reject e-travel sites and how users' acceptance is affected by three widely recognised features of sites – relevant information content, information quality, and functionality needs service.
Design/methodology/approach – The study analysed a survey of 242 users of Taiwanese e-travel sites to test the hypothesised expanded technology acceptance model.
Findings – The empirical results indicate that the information content, information quality and functionality service of e-travel sites strongly determine the perceived ease of use. Relevant information content and information quality also strongly determine perceived usefulness, which in turn leads to the behavioural intention to use e-travel sites.
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