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The number of automobiles in China increased significantly, and the automobile market developed behind the continuous growth of new car sales in recent years. A vast potential consumer market for used cars, but the used car market would still be relatively small. Compared with the new car sales market, the problem of unbalanced and insufficient development would be more evident in the used car market. Most consumers lacked confidence in the second-hand car market due to their trust and confidence in this market. Therefore, based on the theory of consumer psychology, this paper took Guizhou as the study area for discussing and analyzing the influencing factors of consumers' purchase intention. The purpose of this study was to explore the influence of used car purchase intention for Guizhou consumers based on the difference between consumer income and purchase intention; to investigate the influencing factors of psychological price, preference psychological, face psychology, perceived benefit, perceived quality, brand risk, and reference group factor with any impact on the purchase intention of Guizhou used car consumers; and to evaluate and suggest feasible suggestions for used car purchase intention based on consumer psychology theory. Four hundred and sixty-six persons completed questionnaires of Guizhou consumers through the online WeChat platform by random sampling in July 2022. The results showed that psychological price, preference psychology, face psychology, perceived benefit, perceived quality, brand risk, and reference group factors significantly impacted used car consumer purchase intention. Further suggestions were made to improve consumers' perception of used car purchases through psychology theories in automobile promotion.