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Intangible cultural heritage could provide cultural value content for product development and marketing of cultural destinations, enabling these areas to obtain economic benefits. This study selected cultural identity as an antecedent variable. It applied the theory of planned behavior to construct the influence mechanism of cultural identity on Sichuan consumption intention in heritage tourism. In cultural development, visitors and residents had reached an everyday cognitive basis for cultural products through perceived value and cultural value perspective, guiding consumer purchase intention and promoting the continuous development of Deyang cultural products. The purpose of this study was to explore the consumer decision-making of cultural products in Deyang City, Sichuan, under the background of the prevalence of Sichuan e-commerce platforms with the context of cultural products; to suggest the influencing factors of purchase intention on cultural products based on the intangible cultural heritage inheritors toward target customer groups in Deyang City; and to summarize the development of perceived value playing the mediating role between cultural values and purchase intention. Three hundreds and thirty- four completed questionnaires of Sichuan consumers were collected through the online WeChat platform by random sampling in Feb and Mar 2022. The results showed that functional, emotional, and social values, pragmatic rationality, and nostalgic inheritance significantly impacted consumer's purchase intention of cultural products through intangible cultural heritage value. Further suggestions were made to improve the intangible cultural heritage strategy on consumer's purchase intention and satisfaction.