The purpose of this study is to understand the association of consumer product involvement, buying motivation and purchase intention. By using the consumers who purchase Shimmer Forest pineapple cakes in Nantou area as the object of study. A total of 191 valid samples were collected and analyzed by using the questionnaire. The results of this study were：
(1) The degree of involvement of consumers to pineapple cakes will positively affect the purchasing motivation.
(2) Products involvement of consumers to pineapple cakes will positively affect the purchasing intention.
(3) The purchasing motive of consumers will positively affect the purchasing intention.
(4)The consumers’ buying motive will affect the degree of product involvement and the relationship among the purchase intention. Finally, the relevant conclusions and suggestions are put forward according to the research results.