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Purpose -The purpose of this paper is to review the literature on theories affecting consumers' online purchase intention of travel products. It seeks to explore the literature on the theoretical foundation of factors influencing customers' online purchase intentions in general and in the travel industry specifically. It also suggests areas for further research on online travel buying decisions. Design/methodology/approach -The conceptual framework of factors affecting customer online buying decisions -including customers' attitudes, quality of web site design, customer satisfaction, and customer trust -is developed by examining the theoretical foundation for each online purchase intention of travel product. The theoretical foundations and literature review include discussions of the theory of planned behavior, consumer trust literature, quality of travel web site design, and consumer satisfaction literature. Findings -The paper identifies antecedents of consumers' online purchase intention, including three domains of measuring e-commerce web site design -consumer trust, consumers' attitude perception, and consumer satisfaction -and applies them to the travel and tourism field. Originality/value -The paper proposes a conceptual framework of factors affecting online consumer travel purchasing. Using actual data, researchers can empirically test relationships among the factors in this framework and identify possible future research areas for each factor.

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