In the continuos process systems, traction between a moving web and rollers is one of key mechanisms for the study of major issues including the distributed control of tension, guiding, wrinkling, winding, and scratching. Energy is transferred from the driven rollers to the web and from the web to the idle rollers through traction. The characteristics of friction play major role in the determination of the traction force between the moving web and the rollers. In this paper the characteristics of friction between the moving web and the rollers are studied. A procedure to determine the friction coefficient between the moving web and rollers is developed. An experimental setup to validate the procedure is devised. Experimental results showed that the value of traction coefficient decreases as the operating web speed increases and increases as the operation web tension increase.