Since late 2013, the demand for gold ornaments in Thailand has been increasing after the global economic crisis had less impact on gold prices. The purpose of this study was to investigate factors influencing customers' purchasing intention of gold ornaments. Data collected from 370 respondents in Bangkok and vicinity areas was analyzed by factor analysis and multiple regression. The results revealed that there are two major factors that are significantly related with customers' intention to purchase gold ornaments; these factors are buyer preference and expected future value. These results can help gold retailers to develop appropriate marketing strategies and enhance business success in changing environments.