Using the survey data of 464 customers, this paper tested the relationship among multidimensional image of GI labels, consumers perceived value, and their purchase intentions of Product Geographical Indication by structural equation model. The results show that cultural factors were key factor affecting customers image of GI labels,that all three dimensions of the image of GI labels had a significant and different positive effect on customers perceived value, among which cultural factors had the greatest influence, and that there was a transfer of utility between the image of GI labels, customers perceived value and their purchase intentions that the image could affect consumers purchase intention by affecting their perceived value.