Technology Acceptance Model (TAM) maintains that both consumers' perceived usefulness and perceived ease of use of technology are influential to their purchasing intention. In view of this, the purpose of this study is to test the impact of blog design personality and availability heuristic and gender on consumers' purchasing intention from the perspective of TAM. The researcher applies content analysis and experimental design in framing and verifying the structures of the hypotheses. The result reveals that different kinds of personality of blogs and availability heuristic influence consumers' purchasing intention. However, gender, in terms of blog's personality, is not a factor to influence consumers' purchasing intention.