中文摘要：

信息时代,旅游电子商务网站已成为旅游从业者与消费者信息交互的重要平台。通过信息科技的优化强化网站的功能与内容,可提高消费者的在线浏览满意度,激发其购买意愿。以旅游电子商务网站为研究主体,探讨消费者对旅游电子商务网站感知、信任、互动及购买意愿之间的关系。经由模型实证检验发现,影响消费者对网站信任的感知因素依序为：知觉有用、产品特性、知觉安全、知觉易用。另外,对网站的信任、与网站的互动是购买意愿的重要前置影响因素。

英文摘要：

E-commerce tourism website has become a critical information exchange platform of the travel agency and consumers in information age. The website strengthens the performance of function and content through optimally allocating information technology data,and in turn it improves consumer satisfaction with online browsing and inspires their purchase willingness. The study focused on e-commerce tourism website and analyzed the relationships of customers＇ website cognition,trust,interaction and purchase willingness,which were conducted by SEM. The findings indicate that the sequence of customers＇ cognition factors affecting trust is perceived usefulness,product features,perceived security,and perceived ease of use,and besides the trust to the website and interaction with the websiteare important antecedent impact factors to purchase willingness.