A Study On The Impact Of Functional Value And Image Value On Purchase Intention Of Gift

China is known as a ceremonial country, advocating the tradition of courtesy calls for reciprocity, so the "ceremony" plays an important role in Chinese people’s social interaction. Ceremony can be divided into two parts: the spiritual and material level, and make etiquette and gifts as each carrier. In recent years, gifts consumer market is sprouting in china. Whether in the holidays, personal promotions, enterprise celebrations, moving into a new house, or daily interaction, gift exchanges are important, through it people can establish and maintain social relationships. In china, gifts market of over 1.3 billion people has tremendous business opportunities. The annual gifts consumption is more than 60 billion yuan, and with the improvement of people’s living standard, the gifts market will maintain steady growth over a long period.In order to analyze the main factors influencing the gift purchase intention of Chinese consumers, learn gift consumption psychology, open ‘Black Box’ of gift consumption, this paper leads gift functional value and image value as new variables into Fishbein modified model of reasoned action. This paper proposes ten hypotheses, by a comprehensive and systematic literature review. According to the requirements of Fishbein model, the paper collects sample data by questionnaire survey, then analyses and processes data with the SPSS19.0 and AMOS20.0 software. The empirical results find that:①Gift functional value and image value are positive correlation.②Functional value has positive influence on purchase intention only through consumers’ individual attitude and conformity-pressure, and conformity-pressure has major function compared with individual attitude.③And, image value can affect purchase intention through individual attitude, face-saving pressure and conformity-pressure. Among which, face-saving pressure plays a larger role.④Finally, results indicate that consumers’ individual attitude, face-saving pressure and conformity-pressure all have directly significant effect on purchase intention. In which face-saving pressure and conformity-pressure have a greater impact on purchase intention.Conclusions of this paper lays a foundation for exploring gift consumption behavior, providing a unique perspective for understanding Chinese consumers’ gift buying behavior, offering practical advices to develop effective marketing strategies for enterprises.