Examining e‐travel sites: an empirical study in Taiwan

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. Originality/value – The findings of the study suggest that web site information must be sufficiently provided, quickly expanded and constantly updated to maintain correct and current content to meet users' information needs as well as an appropriate assistance function to provide good levels of web‐based customer service. These attributes should satisfy visitors, making them likely to revisit e‐travel sites.