Abstract: This study attempts to validate the consumer-oriented
criteria list, developed by Wang et al. (2010), for selecting online
travel shopping sites. Based on a sample of 985 respondents,
confirmatory factor analysis was employed to test the factor structure
and assess the reliability and validity of the list. The results support the
list developed by Wang et al. (2010) and claim the list can be further
used to analyze, explain, and understand consumer behaviors about
online travel shopping.