The arrival of information era has transformed the society into an internet connecting one. Change is seen in the ways of interpersonal interactions. One result is that dating websites are blooming nowadays. Facing the intense competition, how to attract and retain the members has become a key issue for dating websites. Under the present web environment, we needed to consider the influence of users' intrinsic motivation. We extended the fundamental intention-based model, TRA, and applied the Taylor and Todd's approach to decompose the attitude factor. A survey of 480 dating website users has found strong support for the model. The results showed that dating demand and website format design will influence the participant attitude. The participant attitude and subject norm will further influence the participant intention.