The goal of this research is to probe the mechanism of the parasocial interaction relationship between browser and poster in virtual communities. The results indicate that: i) elements from information aspect have greater effects on browser’ perceived parasocial interaction relationship of poster than elements from aspect of poster’s character; ii) as browser perceived parasocial interaction relationship of poster stronger, they generate buying intentions more intensively and show more loyalty to the virtual community; iii) browser attachment style has moderation effect on browsers’ perceived parasocial interaction relationship of poster.