The purpose of this study was to examine university students' consumption-orientation and attitude toward conspicuous consumption as well as to identify the factors that are most influential on consumption-orientation and conspicuous consumption behavior. The major findings of this study are summarized below. First, the average scores of consumption-orientation and conspicuous consumption were 2.71 and 3.15 respectively, on a 5 point scale. Second, the most influential factor on university students' consumption-orientation was friends' influence. Third, the most influential factor on conspicuous consumption was students' perceived social status. Fourth, conspicuous consumption tendency and consumption-orientation were significantly higher for those students with larger amount of allowances, female students, or the students who are working. Fifth, the university students' consumption-orientation and conspicuous consumption tendency were significantly higher for the students whose parents' child-rearing style is inconsistent or excessive investment. Finally, the consumption orientation has a significant positive relationship with conspicuous consumption.