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With the involvement of Internet companies in the financial industry, China's Internet finance formed a concept closely related to people's need for investment. "Silver hair group" referred to mobile Internet users over 45 years old. This study analyzed the silver-haired consumers in the Guiyang area based on the theory of rational behavior. It combined it with the view of perceived value for the research framework. In the investment market, several silver-hair consumers expected to explore the opportunities for the benefits of improving financial products with better returns. Purchase intention would be the independent variable, along with the influencing factors of attitude, perceived value, and perceived risk. The purpose of this study was to explore the significant difference in purchase intention of internet financial products among groups of different control variables of Guiyang silver-hair consumers; to examine the influencing mechanism of purchase intention on internet financial products based on attitude, perceived value, and perceived risk, and; to suggest functional and practical strategies for the Internet financial market to improve the purchasing perception and confidence of the silver-haired consumer in Guiyang. Four hundreds and twenty-seven people completed questionnaires of Guiyang silver-haired consumers through online survey platforms by random sampling in December 2022. The results showed the influencing variables of attitude, perceived value, and perceived risk impact the perception of the silver-haired group in purchase intention on internet finance products. Other intermediate factors of perceived usefulness, perceived ease of use, buying cost, customer expectation, word-of-mouth communication, and uncertainty showed as influencing elements for consumers' behavior and trust in acquiring online financial products Guiyang area.