This study would like to understand Mongolian women consumer behavior that will be purchasing intentions on luxury fashion brands using the personal values, social recognition and perceived value for consumers. There are three hypotheses in our research. First, Personal values has a positive effect on perceived value. Second, Social recognition has a positive effect on perceived value. Third, Perceived value is a mediator for personal values and social recognition. A sample of 423 Mongolian women users was also surveyed by online. There were valid questionnaires of 343 copies. The response was collected and analyzed using inference statistics in Statistical Package for Social Science (SPSS) software. The result of regression analysis shows that “Personal values” and “Social recognition” have significantly a positive effect on perceived value. The “Perceived value” can be mediator for both of personal value and social recognition.