The purpose of this study was to investigate the effect of sports star characteristics and purchase intention through parasocial interaction in the field of social media. 284 university students in C city, Geyungnam-province, have been participated and analyzed. For completion of this study, the questionnaires have been used. The results are followings. First, sport stars’ reliability affected parasocial interaction from the university students. Second, sport stars’ professionalism affected parasocial interaction from the university students. Third, sport stars’ reliability have not affected parasocial interaction from the university students. Fourth, sport stars’social attractiveness affected parasocial interaction from the university students. Fifth, reliability, professionalism, and social attractiveness from the university students had mediating effects through the social media.