Consumer behavior has always been important social behavior from ancient times. Humans are gregarious social animals, therefore when we exhibit consumer behavior, it is not just for our own gratification, but also to try and win social acceptance. Socially acceptable consumer behavior is also a type of self-expression and a type of interpersonal communication. With different types of consumer behavior, we are also telling the people around us about the social values that we care about. Recently, there has been more and more name brand distributors opening flagship retail centers throughout Taiwan, and similar news just keeps coming out through manipulation of the promoters. Interestingly enough, the symbolic political boundary of the Jhuoshuei River doesn't seem to have any effect on brands and consumers. Many people can not help but wonder: ”Has the economy in Taiwan recovered already?”, ”Is Taiwanese money flooding everywhere like it used to again?”, ”Why is it that flagship stores from overseas just keep opening?”, ”Why is the consumption power of Taiwan people so shockingly strong?”, ”Have Taiwanese consumers entered into a symbolic consumption phase of consumption phenomenon?”, ”Does our gratification come from the symbolic effect of products instead of their functional effect?”. Strong consumption power is a sign that Taiwan has emerged from poverty to wealth, but the relationship between consumption culture and social morality has a very strong influence on both the values and physical/mental development of society as a whole. The thinking of ”I buy to live” is gradually leading the masses in Taiwan, and without a doubt, using ”consumption” as a personal status label, or using style and taste to highlight one's uniqueness is especially extreme and prominent in this modern consumption society. This study will start from the phenomenal and fundamental aspects to find out the subliminal influence of modern culture, social trends and values on the consumer consciousness and values generated by people.