The purpose of Economic Cooperation Framework Agreement is believed to boost the economic development and economic climate. However, in similarity to FTA, both ECFA and FTA will decrease the custom advantages and bring down the business of our country. Based on the Structure Equation Model, the study aims at the impact of Country-of-Origin Image and Ethnocentrism on Purchase Intention. The applicable strategies were expected to be elicited from the study. The research subjects are the general consumers from Taiwan. Questionnaires are given in this study. It is found that Country-of Origin Image has the significant influence on purchase intention. On the other hand, ethnocentrism has the negative influence on purchase intention. Furthermore, the study also confirms the interference of the subjects’ party orientation in regard to Country-of Origin Image and Ethnocentrism on Purchase Intention.
