|This study focuses on investigating the relationship between the factors that may have a great influence on purchasing clothing of SPA brand. The structural equation of AMOS 20.0 was used for hypothesis testing and the sample was 294 respondents. The results of the empirical analysis are as follows. First, hedonic value and utilitarian value have a positive effect on consumer innovativeness. Utilitarian value has a little more influence on consumer innovativeness than hedonic value. Second, consumer innovativeness has a positive effect on word of mouth. Third, hedonic value and utilitarian value have a positive effect on word of mouth. Hedonic value has more influence on word- of-mouth than utilitarian value. Fourth, the moderating effect of self-monitoring is significant. Consumer value, consumer innovation, and word of mouth were found to be influenced differently by the high and low self-monitoring groups. Therefore, in order to improve the word of mouth of the SPA apparel brand, the consumption value should be strengthened. And as the role of self-monitoring has been confirmed, the managers need to find ways to use this part strategically.