With the prosperity of economy, the increase of national income, and the improvement of living standards, female consumers¡¦ requirement of underwear are changing gradually from the function of simple cover and warmth to the pursuit of fashion and self-expression. As a result, we can see the underwear market has a substantially growth in the recent years. When observing the market activities, we found that the branches opened one after another. The underwear industry continues to develop. In this study, we took ¡§EASY SHOP¡¨, the sub brand of Audrey Taiwan, as an example to discuss the effects between channel characteristic and brand equity, and then to see if the latter would affect consumer¡¦s behavior. Furthermore, we regard channel characteristic as independent variable, brand awareness, brand loyalty, perceived quality, brand association and brand image as intervening variables, and finally consumer characteristic as moderating variable to discover the impact on consumer behavior. The purposes of this study are as following¡G1. To discuss the degree of effect on brand equity which caused by channel characteristic. 2. To study the degree of effect on brand equity which caused by consuming behavior. 3. To exam the degree of moderate on consuming behavior caused by consumer characteristics. Our target interviewers are female consumers that have visited ¡§EASY SHOP¡¨ and bought underwear by themselves. Through the questionnaire analysis, we are intent on understanding the views of consumers. And also, we use SPSS to conduct the analysis process to see if channel characteristic and brand equity have an impact on consumer behaviors. We found that¡G1. The service quality of Physical channel are more reliable by consumers. 2. Channel characteristic has an impact on brand image and brand association. 3. Brand equity has an impact on consuming behavior. 4. Brand loyalty has a deeper impact on consumer behavior. 5. Consumer characteristic has moderating effect on underwear consuming behavior.