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The aim of this study is to predict the consumers’ purchase intention of travel product on travel agency’s homepage. We expanded technology acceptance model(ETAM) by using the consumers’ perceived usefulness, perceived ease of use, attitude and purchase intention of travel product. A total of 384 questionnaires were surveyed. All data were analyzed through SPSS for 18.0 version and AMOS 18.0. As a result, the three components of homepage attribute(prior knowledge, online product evaluation, self efficacy) had a positive significant influence on perceived usefulness, perceived ease of use. Second, perceived ease of use had a positive significant influence on perceived usefulness. Third, perceived usefulness and perceived ease of use had a positive significant influence on attitude. Lastly, attitude had a positive significant influence on purchase intention of travel product. A cademical as well as practical implication in purchase intention of travel product on travel agency’s homepage are also discussed in the end.



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Technology Acceptance Model, Travel Product Purchase Intention, Travel Agency Homepage, Internet User