Since travel service, unlike goods can be tried before purchasing, what factors can affect the online shopper has become an important research topic for scholars. The study took the most famous Taiwan travel website, Startravel Facebook Fan Page as an example. This study conducted a questionnaire survey, using the convenience sampling method, with a total of 127 valid samples were collected. After correlation analysis and regression analysis, the results showed that website quality and website interactivity have a significant effect on online shoppers' purchase intention.