Abstract
The purpose of this study was to examine variables which influenced on fashion jewelry consumers' purchasing behavior. 565 respondents living in Seoul and its suburb were surveyed for this study. For data analysis, descriptive statistics, factor analysis, ANOVA, and regression were used for this study. As the result, the frequencies of purchasing toward the fashion jewelry products were associated with materialism, brand royalty, reference group influence. Also, results revealed that materialism and brand royalty accounted for 41% of the explained variance in the frequency of purchasing products on fashion jewelry. Based on these results, fashion jewelry marketing strategies would be suggested.