This research investigates the factors influencing price sensitivity in fashion products. This study incorporates three essential variables, which were likely to influence price sensitivity: the subjective shopping value of consumers, objective purpose of use, and social situation according to the shopping companions of consumers. A sample of young adult consumers (who had purchase experience of fashion products during the last six-months) was surveyed using a self-administered questionnaire. A 3-way ANOVA was used to evaluate the data. The results show that the utilitarian shopping value of consumers was more sensitive in price than the hedonic shopping value and a self-using purchase was more sensitive in price than a gift-giving purchase. In addition, a correlation effect was significant between the purpose of use and social situation. In addition, the correlation effect among all of the three variables was also significant.