The purpose of this study was to identify the causal relationship purchasing intention of golf club among warranty, subject knowledge, perceived quality and risk in college students. Responses were collected from 300 out of the 202 questionnaires, A total of 190 responses were used in data analysis; twelves questionnaires were excluded from data analysis because of incomplete or missing data. To conduct this study the hypothesized structure equation model(SEM) was used by Amos 4.0. the result of this study indicated; first, subjective knowledge was statistically positive causal relationship with perceived quality, however, subjective knowledge was not statistically causal relationship with perceived risk. Second, warranty was statistically positive causal relationship with perceived quality but, not statistically significant negative causal relationship with perceived risk. lastly, perceived quality was statistically positive causal relationship with purchasing intention of golf club, However perceived risk was not statistically negative causal relationship with purchasing intention of golf club.