By using Web 2.0, backpackers can easily collect travel information and plan their trips. In this study, the theory of planned behavior and the technology acceptance model were integrated with interpersonal influence, electronic word-of-mouth, flexibility, personal innovativeness, and critical mass to measure their effects on behavioral intentions toward self-service travel. A sample of 284 questionnaires was collected via an online survey. The results indicated that attitudes, subjective norms, and perceived behavioral control had significant effects on backpackers’ behavioral intentions. In addition, the perceived usefulness, perceived ease of use, and flexibility of travel websites had significant effects on attitudes toward a given behavior. Moreover, the effects of electronic word-of-mouth, critical mass, and interpersonal influence on subjective norms, and those of self-efficacy and facilitating conditions on perceived behavioral control were significant. Based on these empirical results, theoretical and practical implications for promoting self-service travel websites are proposed.

通过使用Web 2.0，背包客可以轻松地收集旅行信息并计划旅行。在这项研究中，计划行为理论和技术接受模型与人际影响力，电子口碑，灵活性，个人创新能力和临界质量相结合，以衡量其对自助旅行行为意图的影响。通过在线调查收集了284个问卷的样本。结果表明态度，主观规范和知觉的行为控制对背包客的行为意图有重要影响。另外，旅游网站的感知有用性，感知易用性以及灵活性对他们对既定行为的态度有重要影响。此外，电子口碑效应，临界质量，人际关系对主观规范的影响，以及自我效能感和促进条件对感知行为控制的影响。基于这些经验结果，提出了推广自助旅行网站的理论和实践意义。