B2C stands for “Business to Consumer.” This type of marketing involves strategies to promote products and services directly to target consumers. The products and services sold are generally those ordinary customers use in their daily lives and meet urgent needs. The way of purchasing local specialties needs a different emotional response for a quick purchase decision. The aims of this research study are based on three objectives: to analyze the influence on Sichuan consumers’ willingness to buy local specialties before and after the implementation of the e-commerce B2C marketing strategy; to explore the influencing mechanism between the following groups of factors: what is the relationship between satisfaction and purchase intention; to make feasible suggestions on how the B2C e-commerce marketing strategy of native products can provide better services for the needs of the consumers