This study takes smartphone consumers in the greater Taichung area as the research target, tried to explore the influence of involvement and brand equity on consumers purchase intention. The convenience sampling method was used to collect the primary data. A total of 420 questionnaires were distributed, 402 effective samples were collected and effective response rate was 95.71%. The regression analysis was used to test the hypothesis. The results were list as follow: (1) Involvment has significant positive influence on purchase intention. (2) Involment has significant positive influence on brand equity. (3) Brand equity has significant positive influence on purchase intention, where the brand Asscioation is the most influencer. (4) Brand equity has partial mediation effects on involvement and purchase intention.