In the recent retailing environment, marketing is becoming more segmented as the needs and demands of consumers have been diversified. And it is considered very important to discover potential consumers who are constantly responding to specific topics and products. This study examined potential consumers who voluntarily visit luxury brand SNS, from the perspective of relationship marketing. The purpose of this study is to investigate the effect of perceived relationship benefits on the purchase intention of potential luxury brand consumers. Furthermore, this study examines the moderating effect of SNS involvement between perceived relationship benefits and purchase intention. The results are as follows; first, relational benefits were categorized into three sub-dimensions: psychological benefits, informational benefits, and economic benefits. Second, psychological benefits, informational benefits, and economic benefits have a significantly positive effect on purchase intention. Third, SNS involvement has a significant effect on the path from the psychological benefits to purchase intention. Based on the research results, this study proposes the following marketing implications. First, as potential consumers of luxury brands identified through SNS in this study not only have already formed a relationship with the brand voluntarily but also have maintain the relationship through repeated SNS visits, it is relatively easy to convert them to new consumers. Second, the contents that luxury brands provide through SNS can have the greatest impact on potential consumers when it is professional and reliable information. Third, for customers with lower involvement in SNS, the trust and positive feelings that they feel through SNS can have a greater influence on the purchase intention.