The objective of this research is to explore the relationship between salesperson's attribute and relational selling behavior, and customer's product knowledge, perceived risk, product belief and purchase intention. The customers of a chain pharmacy at Chiayi City were interviewed to learn about customers' purchase intentions for the Healthy Food of Taiwan fungus camphorates. By convenience sampling, 426 valid questionnaires were collected. The research findings are as followings: (1) a salesperson's attributes and relational selling behavior positively influences a customer's beliefs about products; (2) a customer's product knowledge and perception of risk positively influences that customer's product beliefs and purchase intentions; (3) a customer's perception of risk and beliefs about a product positively influence that customer's purchase intentions; and (4) a customer's belief about products positively influence that customer's purchase intentions. Based on the research findings, suggestions are made for health food promotion.