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With the improvement of people's consumption level and purchasing power and the rapid development of e-commerce platforms, the demand for snack foods had gradually increased. This study explores the value of snack foods by referring to brand development through the Biel model. The question of which perceived product value dominates has been addressed through brand image and perception, whether multiple product values can enhance consumer brand preference/purchase. This study investigated the relationship between product value, brand preference and perception, and purchase intention of numerous perceived snack foods. Relative and derived purchase intention measures had a more pronounced effect on brand and price. The study objectives were to explore the current Guizhou consumers' purchasing intention on snack food based on their demographic factors; study the influencing mechanism of snack food consumption of purchase intention based on brand image and perceived value, and; evaluate and suggest feasible suggestions for improving the snack food purchase intention of Guizhou consumers based on corporate, product, user, and marketing images, and functional, emotional, and social values respectively. Five hundreds and forty-one questionnaires of Guizhou consumers were collected through the online WeChat platform by random sampling in July 2022. The results showed that brand image and perceived value significantly impact Guizhou consumer purchase intention on snack food. As a result, this study would offer valuable information for snack food promoters in enhancing marketing strategies on Guizhou consumers' purchase behaviors.