Abstract:This paper draws attention to the question of brand authenticity of luxury products when consumers shopping online. Illustrations from most of the luxury brands show that marketers control the ways and timing of the marketing information dissemination process. Attributes of a luxury product, for example, material, craftsmanship, innovation, and design, are experienced by consumers under the strict control of marketers through the offline sales and marketing channels (Uche Okonkwo, 2007). However consumers are questing for authentic product through the use of Internet and mobile technology nowadays. The self authentication process which is a goal-contingent process is important to marketers to understand the consumers' questing behavior, but how the goals are generated is still unknown to us despite a lot of social-research are carried out. This paper presents an exploratory study, on a pilot case study basis, from psychological perspective, the role and function of the self-image conformation concept of consumers in their questing process of the authenticity of luxury brands that with the goals and associate benefit pursuance in their mind.