This study explores the influence of travellers’ technology readiness on variables derived from the Theory of Planned Behavior [Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. doi:10.1016/0749-5978(91)90020-T] in the context of mobile purchases of travel-related services. The model estimation, using structural equation modelling and data from 220 Spanish online buyers of travels, suggests that technologically ready customers are more prone to be persuaded by others’ opinions, perceive more control and have greater intentions to purchase a travel by mobile phone. In contrast, consumers’ technology readiness does not appear to improve their attitudes toward mobile phone advertising. This technology readiness construct partially extends the Theory of Planned Behavior and constitutes a primary determinant of consumers’ intentions to purchase travel services through mobile phones.
