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Heritage food would be the traditional cultural expressions and cultural spaces closely related to the life of people of all generations. Heritage food recorded how consumers altered nature, carried human history and civilization, and condensed the essence of traditional culture to take into the next generation. Meanwhile, elements of heritage food that showed distinct national characteristics would be important factors of the humanistic spirit of a region, as well as the symbol of cultural identity. However, with the rapid development of modern technology, heritage local rice noodle in Mianyang was under a different type of promotion through internet channel for better growth. The purpose of this study was to investigate the significant difference in Mianyang consumers' purchase intention on heritage local rice noodles with different control variables (gender, age, income, and education) under the internet channel; to examine the Mianyang consumers' purchase intention influencing mechanism based on perceived value, perceived risk, perceived quality, behavioral attitude, subjective norm, and perceived behavioral control; and to suggest feasible suggestions on improving heritage local rice noodles under the internet channel. Four hundred sixty-nine completed questionnaires of Mianyang consumers were collected through the online WeChat platform by random sampling in March 2023. The results showed that perceived value, perceived risk, perceived quality, behavioral attitude, subjective norm, and perceived behavioral control significantly impact the purchase intention of heritage local rice noodles under the internet channel.