The study investigates the influence of consumer purchasing power, product characteristics, and ostentatious consumption on purchasing intention. Five assumptions are set to analyze the impact. This study uses consumer purchasing power as an independent variable, and purchasing intention is the dependent variable. In addition, product characteristics (Utility characteristics and pleasure characteristics) and ostentatious consumption are taken as moderating variables. A 2x2x2 scripted model questionnaire survey was designed with respondents from Chinese consumers aged between 20 and 30. According to the script, each group answered 40 questionnaires, and there were 320 questionnaires in total. The questionnaires were conducted through the Internet and collected for analysiswith analysis of variance (ANOVA). Details of the analysis are as follows: Firstly, consumers' purchasing intention is influenced by consumer purchasing power. The higher the purchasing power, the higher the purchasing intention and vice versa. Secondly, purchase intention varies by product characteristics. Consumers with lower purchasing power tend to choose utility products, while thosewith higher purchasing power aremore likely to purchase pleasure products. Thirdly, consumers' purchase intention is influenced by the tendency to ostentatious consumption. The stronger the ostentatious tendency to consume, the higher the purchase intention. In addition, the tendency to showoff can lead the low-income peoplewho need utility products to buy pleasure products. Therefore, it is necessary for enterprises to reference consumers' tendency to conspicuous consumptionwhen developingmarketing plans.