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.