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With the rapid development of Internet technology, online learning became popular and commercialized for student learning mechanisms. More and more parents focused on their children's learning development and began to choose online learning courses that fit their children. However, online learning courses would be different from traditional offline education and learning, and their children might not be able to concentrate at all on online learning. Thus the selection process of online learning courses would become a study matter in this paper. This study's objectives focused on analyzing the influence of demographic characteristics on parents' purchase intention of online learning courses in primary and secondary schools in Guizhou; exploring the influencing factors of parental purchase intention for online learning courses for primary and secondary students, and; suggesting the improvement of online student learning courses for parents' acceptance in Guizhou. Four hundred and six completed questionnaires of Guizhou primary and secondary parents were collected through the online WeChat platform by random sampling in June 2022. The results showed that perceived value, parental expectation, psychological distance, company image, product image, and user image significantly impact parents' purchase intention on online courses for their children. As a result, this study could provide the proper messages to online learning course operators in dealing with parents' perception of course learning selection in Guizhou.