Drawing upon a survey of Taiwanese consumers, this article investigates how the richness of information available through television (TV) travel products and the presence of an ‘information transportation’ effect influences perceived risk and purchasing intentions. The results suggest that information transportation is negatively related to perceived risk, whilst information richness influences purchase intention of TV travel product. It was also found that the less risk consumers perceived, the more purchase intention they showed for the intangible nature of tourism products. This study serves as a starting point to understand consumers’ purchase intentions for travel products in non-store retailing and would provide suggestions for travel operators to attract consumers effectively and increase their purchase intentions.