This study aimed to investigate consumers 'purchase intention of bicycle. The perceived image, perceived quality, price acceptability, symbolic value, emotional value and trading value of the bicycle with the relationship between consumers' purchase intention. In this study, the consumer has to buy a bike as a research object, on June 31, 2010 conducted a questionnaire survey meter to obtain 209 valid questionnaires and SPSS statistical software descriptive statistical analysis, T test, ANOVA, factor analysis , regression analysis.