Abstract
The purpose of this study is to discuss how viewers from different cultures and social backgrounds, symbolic consumption tendencies, and fashion involvement affect Louis Vuitton's attitude toward online fashion shows and purchase intentions It was verified through the SPSS 23, and showed the results of the following results. First, gender and monthly income was feeling positive influence on online fashion show. Second, the trend of accidents showed that there are influence on online fashion and purchasing intentions on online fashion. Third, symbolic consumption orientation showed that the intention of purchasing attitudes and purchasing intention to purchase online fashion. Fourth, fashion participation has positive influence on online fashion and purchase intention to purchase. Finally, the attitude toward online fashion show showed positive impact on purchasing intentions.
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