People often purchase gifts for themselves. Two most common situations for self-gifting are giving gifts to themselves as reward for success and comfort for failure. This study examines the influence of self-gifting context (success situation and failure situation), self-construal (independent self and interdependent self), and gender on purchase intentions of self-gifting and the interaction effects among the three factors. The results are as follow. Firstly, success situation has higher purchase intention of self-gifting than failure situation. Secondly, consumers with strong independent self have higher purchase intention of self-gifting than consumers with strong interdependent self. Thirdly, female consumers have higher purchase intention of self-gifting than male consumers. Fourthly, while both male and female consumers have higher purchase intention of self-gifting in success situation than failure situation, female consumers have relatively higher likelihood of self-gifting in failure situation compared to male consumers. Finally, female consumers with strong independent self have significantly higher purchase intention of self-gifting than female consumers with strong interdependent self compared with the male counterpart. This study verifies that consumers' self-construal and gender are important factors that influence purchase intention of self-gifting and provides practical research for triggering self-gifting behavior.