With the progress of science and technology, the use of Internet in consumption has become one of the most important means for modern people, and consumers can through the site, instantly understand the product and important information, and compare the impact of the tourism industry. Drawing on the theory of Para-Social Present, this present study examines the effects of “Intimacy”, “Sense of Understanding”, “Dominance”, “Involvement”, and “Positive” on the buying intention towards travel sites for their trips. The results showed that the “sense of dominance”, “participation” and “positive view” have significant impact upon the buying attitude toward travel site, which in turn affects the intention of the purchase of the travel site.