687 Questionnaires were distributed to consumers in Pingtung County whopurchased Chicken Essence among the 651 workable samples retrieved this research examined the sample data on the following areas:descriptive statistical analysis, reliability analysis, factor analysis, t-test, one-way ANOVA, correlation analysis and multiple regression. The conclusions are as follows: 1. Brand awareness is positively related to brand image. 2. Brand image is positively related to perception value. 3. Brand awareness、brand image、perception value are positively related to purchase intention.