The consumption trend in capitalism society is already moving toward direction that is self-centered and emphasizing the personal value. The narcissistic tendency of contemporary consumers is closely linked to and affects the consumption behavior in various ways. The consumers with strong narcissism place priority on their own taste, expression of values, and satisfaction and have consumption pattern while not being conscious of others' eyes or custom. In this study, we want to investigated narcissism has a moderating effect on the relationship between the consumption value of high involved product and purchasing intention. The results of hypothesis test showed that all the consumption value factors of high-involvement products had significant effect on purchase intention. The sub-factors of narcissism, through the factor analysis, were classified into superiority/self-sufficiency, exhibitionism/self-admiration, entitlement, and authority/leadership. The moderating effect by sub-factors are as follows: exhibitionism/self-admiration had significant moderating effect on social, emotional and epistemic value. In addition, the higher entitlement sub-factor was shown to have significant moderating effect on social and conditional values and authority/leadership had significant moderating effect on social value. The consumers with strong narcissism perceived high-involvement products more clearly, which had a positive effect on purchase intention, indicating that the various symbolic meanings of a product are maximized when the owner has desire to show off proudly a belonging to reference group or his/her position. This may be explained that the novelty, curiosity, and related values of consumption, which promote the consumption of the product, as well as the uniqueness and rarity of the highly involved product, make narcissism consumers to perceive the differentiation of the product, leading to more positive effect on purchase intention. The marketing targeting these customers requires a strategy that seeks to sale of limited products that highlight the product's rarity or that emphasizing newness, uniqueness and differentiated character of product that is completely different from other products.