In order to response the impact of ECFA, Bureau of Industrial invested 95 billion to establish Seal of MIT approval. Utility of this mark is testing the product quality those were made in Taiwan. Until today, 790 companies, 31,664 kinds of product had pass this approval, which can be divided into 13 industries. To estimate the purchase intention and influence factors of Seal of MIT approval, We adopted“Decomposed Theory of Planned Behavior” as the foundation of research framework. And we combined several previous studies such as Brand Equity, Perceived Value. After analysis from 441 available questionaire. The result shows that innovativeness, perceived value and ethnocentrism(regression weight descending sorted) significantly influence to attitude. External influence significantly affect to subjective norm, but interpersonal influence doesn’t. Faciliting conditions has much more regression weight than self efficacy to perceived behavior control, but two of them are significant. To estimate purchase intention, attitude, subjective norm, perceived behavior control are all significant(regression weight descending sorted).