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With the rapid development of "Internet +" and the advent of the "big data" era, e-commerce became more convenient and faster. Maternal and infant products utilized one of the best-selling products in the current e-commerce market and maintained a driving force for developing the Internet shopping model. This paper focused on the consumers in Sichuan to explore the influence mechanism of Internet shopping mode on purchasing maternal and infant products. Three objectives of this study were to examine the influencing factors of internet shopping affecting Sichuan consumers' purchase intention on maternal and infant outcomes based on the demographic variable of income; investigate the influencing internet shopping factors of promotional activities, price concession, perceived risk, perceived service quality, perceived popularity, online shopping experience, personal recommendation affecting Sichuan consumers' purchase intention on maternal and infant products, and evaluate and suggest feasible suggestions for improving the understanding of internet shopping for maternal and infant products. Four hundreds and seventy-nine questionnaires from Sichuan consumers were collected through the online WeChat platform by random sampling in June 2022. The results showed Promotional activities, price concession, perceived risk, perceived service quality, perceived popularity, online shopping experience, and personalized recommendation significantly impact consumer purchase intention. This study's outcome could offer information to internet shopping platforms in building respective strategies for improving sales of maternal and infant products.