;With the development of Internet technology, consumers buy travel products is no longer limited to offline store. Tourist agency provide diverse tourism product information to consumers, and increasing the visibility of goods through cooperation with public figures. Consumers make choices based on product information provided by online store and offline store. However, consumer purchasing behavior is influenced by the attitude of the cognitive, affective and behavioral intentions. Therefore, this study to explore in fluence factors of Travel Tour Package Purchase based on Media Richness Theory and Para-social Interaction.This study collected responses from Taiwanese respondents and received 431 effective samples through internet questionnaires. Structural Equation Modeling (SEM) is applied to test the hypotheses of this study.The results show that para-social interaction has a significant impact on consumer’s affective factors, but has no significant impact on consumer’s cognitive factors. In the theory of media richness, immediate feedback, information quality and transmit multiple cues have significant effects on consumer’s affective factors, but only transmit multiple cues have significant effects on cognitive factors. Finally, Shop patterns have significant moderating effects on consumer′s cognitive and affective factors, and on consumer′s affective factors through para-social interaction.
Key words: Para-Social Interaction, Media Richness Theory,Cognitive Factors,Affective Factors, Behavioral Intentions,Purchasing Behavior, Online and Offline Stores.
