||Convenient chain stores have a huge influence to the living in Taiwan. According to the Fair Trade Commission of Taiwan, as economics and consumer behavior change, convenient chain stores pursues a characteristic of convenience, it releases new operation method of providing bills and fees collection、door to door delivery、preorder products and online multiple products and services. There were about 28.78 hundred million customers in convenient chain store industry in 2011, comparing to 27.36 hundred million in 2010, it increased 1.42 hundred million, with twenty four-seven working hours, it have become a high reliable retail store for customers in Taiwan.This is an exploration study of monetary promotion, non-monetary promotion, and brand equity to consumer purchase intention. Use the industry of convenient chain stores example, and propose hypotheses according to previous studies and literature review of variables. The topic of this study is “The exploration research of promotion and brand equity- an example of convenient chain stores”, specify the research object as the salary men from Taipei city and New Taipei city of Taiwan. The survey duration is from January to March 2013. This study handed out 170 surveys in paper, and reclaims 153 surveys; the rate of reclaim is 90%. By Using the analysis tools of SPSS 18.0 and AMOS 18.0, this study verified the hypotheses as below: (1) Monetary promotion method has a positive influence to purchase intention in convenient chain store. (2) Non-monetary promotion method has a positive influence to purchase intention in convenient chain store. (3) Brand Equity has a positive influence to purchase intention in convenient chain store. At the end of this study, we propose managerial implication, research suggestions and research direction for future study, this study can be the reference for academic guild line.