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This paper adopted the quantitative research method, taking Sichuan local specialties consumption as the research object for its B2C marketing strategies in consumer behavior and psychology. Based on the theoretical expectation confirmation model (ECM), implementing e-commerce marketing strategies would need to be studied carefully. Through research and analysis, the influencing factors of satisfaction, perceived value to purchase intention; customer expectation, quality perception, brand image to satisfaction; functional value, emotional value, social value, and price value to perceived value were mainly studied in this research for the effectiveness of marketing strategy through e-commerce. The purpose of this study was to analyze the influence of Sichuan consumers' purchase intention on local specialties with the implementation of the e-commerce B2C marketing strategy; to explore the influencing mechanism between satisfaction and purchase intention; to make feasible suggestions on how the B2C e-commerce marketing strategy of local specialties in Sichuan. Four-hundred and fifteen completed survey questionnaires of Sichuan consumers were collected through the online WeChat platform by random sampling between May and June 2022. The results showed that satisfaction and perceived value significantly impacted customer purchase intention on Sichuan local specialties. On the other hand, customer expectation and brand image did not impact user satisfaction through the B2C marketing strategy.