Currently, many Thai service organizations are integrating more of e-service systems into the service operational or business transactional process of their business, i.e. e-banking, e-commerce, etc., most of which show very successful stories; and recently, a freight-forwarding company began to adopt and utilize e-booking system to accommodate the space booking process for both the clients and the involving staff. However, pioneering without any study may hurt the business operation if the result does not come out like the company expects. Therefore, this research was conducted in order to study factors affecting employees' acceptance of e-booking system by using Technology Acceptance Model (TAM) in "K Kingdom Co. Ltd.," the only freight-forwarding company in Thailand who plans to utilize electronic system for its clients when booking the container space. The main objectives of this study arc to study the employees' attitude on this e-booking system and to study the factors that affect system acceptance in order to help develop an effective e-booking system to be utilized in the company while making the staff ready and happy to adopt this innovative way of servicing their clients in order to improve the overall business performance of the company. From "Technology Acceptance Model" or TAM developed by Davis (1989), which was used popularly in predicting the adoption behavior of the new technology users, together with the "Theory of Reasoned Action" or "TRA" developed by Ajzen and Fishbein (1975), the factors of interest include perceived usefulness (PU) and perceived ease of use (PEOU) expected to be related with attitude (AT) and behavioral intention (BI). The study is conveyed by a survey method conducted in a hundred and seventy one system-involving employees of "K Kingdom Co. Ltd.," the only freight-forwarding company adopting the e-booking system in Thailand in the year 2009. Data then was collected using self-administered questionnaires and analyzed by factor analysis and multiple regression analysis techniques. The results revealed that when the employees perceive usefulness (PU) of the e-booking system - that is they thought that the system provides valuable and appropriate alternative way of working, can improve the quality of work and accelerate the working process-their attitude (AT) towards the system was significantly improved (p<0.001) and when they perceive the ease of use (PEOU) of the system - that is they thought that the system is so compatible and not too complicated to use and it is convenient for them to regularly use, the attitude towards the system usage was also improved (p<0.001). Moreover, it was also found that the staff who have good attitude towards the system will show their willing intention (BI) to reuse it afterward. However, only with the employees' attitude towards the use itself would result in the staffs intention to use (BI) this e-booking system (p<0.001). not because of the enforcement from the company policy. Therefore, acceptance of the e-booking system resulted from perception of usefulness and the ease of use would bring in good employees' attitude and intention to use toward the system at the end. The results while confirm what have been found in the previous research conducted in the western culture, also exhibit a distinctive idea when the company's policy cannot convince employees to have usage intention (Subramanian 1994; Lederer et al. 2000; Liao and Landry 2000). Therefore, in addition to the implications for the similar type of companies that want to adopt this kind of technology, this study also pinpoints the concern in cultural differences for academicians who want to apply TAM in their study for this type of service in Thailand where the culture is so different from those countries of which TAM is originally developed and retest.