The purpose of this study was to examine the effect of social-face sensitivity, conspicuous consumption, and preference of luxury fashion goods on purchasing behavior of fashion counterfeits. The questionnarire was administered to 600 women in their teens to thirties in Gwangju. The data fromm 519 participant were analyzed using data. The results indicate that social-face sensitivity, conspicuous consumption and the preference of luxury fashion social-face sensitivity, conspicuous consumption and the preference of luxury fashion goods has significant effect on purchasing behavior of fashion counterfeits respectively. The direct effect of social-face sensitivity on purchasing behavior of fashion counterfeits through conspicuous consumption and preference of fashion luxury goods.