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In the Internet era, the online music industry seemed to have good growth, and the emphasis on music copyright increased. For consumers, digital music members also appeared to impact their purchase intention. With the development of the times and the advancement of science and technology, the development of the online music industry became increasingly vigorous, and the nation's emphasis on copyright issues increased substantially. Various online music apps have successfully launched paid membership systems based on the protection of copyright owners' interests. Digital music apps would be the most important way to listen to music nowadays. This paper discussed the influencing factors of consumers' purchase intention of digital music members in Sichuan from the perspective of copyright awareness awakening. The purpose of this study was to explore the influence of brand image strategy on copyright awareness awakening for Sichuan consumers based on gender and income differences with purchase intention on digital music membership, to investigate the influencing factors of copyright awareness, currency cost, functional value, social influence, consumption experience, and herd mentality without any impact on digital music membership purchase intention in Sichuan, and to evaluate and suggest feasible suggestions for the copyright awareness awakening on consumer digital music membership purchase intention in Sichuan. Four hundred and three completed questionnaires of Ningxia consumers were collected through the online WeChat platform by random sampling in June 2022. The results showed that all influencing factors impacted consumers' decision on purchase intention through appropriate copyright awareness awakening. Further suggestions were made to enhance copyright protection, and future moral education on copyright protection would be needed.