The phenomenon of counterfeiting has existed with a long history, but it has only cause increasing intention from the whole society, for the reason that producing counterfeiting is defined as illegal in countries with developed economics as well as advanced law systems. With the help of economy development, consumers are increasingly concern about their appearance and the way they express themselves. At the same time, competition between the goods of counterfeiting and genius goods is increasingly getting intense. Recently, counterfeits manufacturers tend to generate increasing attention due to some unique characteristics. Selling counterfeit goods brings a large amount of revenues in terms of requiring low cost and little risk. Due to the rapid development of Internet and several social medias, holding plenty useful information helps consumers to make purchasing decisions. On the other hand, despite the fact that the sales of counterfeit goods are keeping increasing, some consumers are still not willing to purchase counterfeit goods and only buy the genuine goods regardless of the high price. Therefore, the purpose of this research is to extend previous studies and discover deep insights into the differences between counterfeits non-buyers and buyers, trying to provide important information for manufacturing producers to adopt better and more effective strategies in holding consumers and preventing them from purchasing counterfeits of well- known brands. Four steps of analysis are conducted in this study. First, the relationship between “the social factors” and “attitude towards luxury brands counterfeits” and the relationship between “the personality factors” and “attitude towards luxury brands counterfeits” of Chinese consumers are analyzed. Second, we exam the consumer's concern towards luxury brand counterfeits and purchase intention. Third, we exam the relationship between consumer's attitudes and purchase intention of luxury brands genuine goods. Lastly, it includes the results that what kind of luxury brands counterfeits goods do Chinese consumers want to choice between four items in three kinds of cities. Through several analysis, we can conclusion that: social factors and not on attitudes have significant impact on the relationship, but personality factors will have a significant positive influence on the attitudes and attitudes of willingness to buy genuine articles produced significant negative to the relationship, and attitude for willingness to buy counterfeits have significant positive influence.