本文将关系类型和自我建构两个变量纳入到消费者赠礼行为的研究模型中,通过两个实验探讨了赠礼情境下礼品品牌形象一致性对消费者礼品选择偏好的影响及其内、外部作用机制,并验证了关系类型和自我构建对礼品品牌形象一致性影响的调节效应。实验结果表明,礼品品牌形象一致性与关系类型和自我建构的交互作用均对购买意愿有显著影响。 In this paper, two types of relationship type and self-construction are included in the research model of consumer’s gift behavior. Two experiments are conducted to explore the influence of consistency of gift brand image on consumer gift preference and its internal and external mechanisms , And verified the regulatory effect of the relationship type and self-construction on the consistency of gift brand image. Experimental results show that the consistency of the gift brand image and the interaction between the type of relationship and self-construction have a significant impact on the purchase intention.