With the blooming of economy after the policy of reforming and opening up, China has become the world's factory, and meanwhile, the increasing income level has led to the demand for luxury consumption. However, those who cannot afford luxury consumption in the Chinese market turned to the counterfeit goods to meet their needs for a conspicuous satisfaction. For the counterfeiting issues in Chinese market, Chinese cultural has been blamed for the main cause, but rarely have researchers taken a delicate view of Chinese culture. This study take the concepts of authoritarian personality and face maintenance which are important in the Chinese cultural characteristics, combining with normative beliefs and cognition of regulative failure as independent variables to identify their relations with the attitude toward counterfeit boutique purchasing behavior, the dependent variable in this study. Meanwhile, we discovered some interesting findings after comparing data from Taiwan and China. In this study, cultural dimensions are used in market segmentation of strategic consideration, hoping for discuss the rampant counterfeiting problems in China. This study provides quality brands in the Chinese market different ways of thinking to fight against counterfeiting.