Abstract This study focuses on the behaviors of consumers of online travel websites and analyzes the influential factors of customers’ intention as well as the influence process on the basis of ELM theory. According to the questionnaires and SEM analysis, central route and peripheral route are the significant routes that influence consumers’ behaviors in using online travel websites. Consumers with high online travel involvement are mainly influenced by factors from the central route including information quality, system quality and service quality. Whereas, consumers with low online travel involvement are mainly influenced by factors from the peripheral route including source credibility, reference group and online advertisement attractiveness.
2016, Vol. 13 
