Abstract: “Previous studies show that social networking has tremendous effect on our daily life and consumer behavior. It has been rapidly grown in a few year in Thailand. Many companies have use social network as platform to offer products. Jewelry is an interesting product containing special characteristic. There are increasingly numbers of online stores were selling jewelry products in social networking sites. This study explores the factors which influence purchase decision of jewelry items from social networking by employing value framework theory, which consists of functional values, emotional values, and social values. The study proposes the conceptual framework for purchasing decision of jewelry from social networking sites, which is crucial for jewelry business.”

Keywords: jewelry, social networking, value framework