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The snack food sale attractiveness could be an essential business development issue in Chinese city research. The new retail model was studied to improve the purchase intention in Guizhou. The combination of the attractiveness of the sales environment needs to improve perceived value, perceived risk, brand attitude, functional value, emotional value, consumer trust, and brand recognition to purchase intention. The purpose of this study was; to analyze the influence of consumers in Guizhou on their willingness to buy snack food, to explore the influencing mechanism between the relationship between perceived value, perceived risk, brand attitude, and purchase intention, and to formulate targeted marketing strategies and provide highly referenced opinions for snack food consumers to maintain and improve intention to purchase. 428 completed survey questionnaires of Guizhou consumers were collected through the online WeChat platform by random sampling in May 2022. The results showed all the influencing factors, perceived value, perceived risk, brand attitude, functional value, emotional value, consumer trust, and brand recognition, significantly impacted purchase intention of snack foods under the new retail model. This study also put forward suggestions for the improvement of future studies on different variables and locations in comparing the potential development of the snack food industry in China market.