The world’s rapid growth of economic development have made gold become a safe investment to protect the economy and make profit which also shifted people attention for gold ornament to be an investment during the year 2008-2012. This paper investigates the influencing factors impacting customer’s intention to purchase gold ornament in Thailand. Data collected from 370 respondents in Bangkok and vicinity area were analyzed by factor analysis and multiple linear regression. The results revealed that there are two major factors having significantly relationship with customers’ intention to purchase gold ornament. The first factor is reference group and gift including friend and family opinion, buying on occasion, self-reward, and gift-giving. The second factor involved with investment value that includes perceived value increasing in the future, and buying for adornment and investment. This paper helps the gold shop to develop appropriate marketing strategies that would enhance business success in changing environment.