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This study used a questionnaire to reveal the influence of skiers’ ski brand image for selection attribute and purchase intention. For this study, 464 skiers participated in the questionnaire, who are the on-line members of ski columnist web site, the results are following as below. Firstly, skiers’ ski brand image has influence on selection attribute by these factors; reliability, cost and visit frequency. The results are significant level. Secondly, skiers’ ski brand image has influence on purchase intention and the results are significant level. Finally, skiers’ ski selection attribute has influence on their purchase intention showing significant level.