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With the awakening of people's fitness awareness, the enthusiasm for participating in physical exercise has increased significantly, which was accompanied by a strong demand for sports goods. Consumers were more and more keen to buy sports goods, and it became one of the bright spots of sports economic growth. The influencing factors of consumers' purchase intention played an important role in brand competition. Purchase intention would be the subjective tendency of consumers to choose a specific product, and it proved that purchase intention served as an important indicator for predicting consumption behavior. Therefore, based on the theory of consumer psychology, taking Sichuan as an example, this paper discussed the influencing factors of consumers' purchase intention of sports products. The purpose of this study was to analyze the influencing factors of Sichuan consumers' purchase intention of sports products based on consumer psychology theory; to explore the influencing factors of sports consumer psychology in purchase intention; and to evaluate the marketing strategies in promoting sports products to the attention of Sichuan consumers. Four hundred and fifteen completed questionnaires of Sichuan consumers were collected through the online WeChat platform by random sampling in July of 2022. The results showed that convenience psychology, herd mentality, preservation psychology, beauty psychology, truth-seeking psychology, brand awareness, and brand preference of labor significantly impacted consumer purchase intention in Sichuan for the marketers to consider as some of the factors in sport goods development.