With the continuous iterative upgrading of the online video industry, more and more video content needs to be purchased. The profit model of the video industry has shifted from a single advertising revenue to diversification. The advanced on-demand model is a newly derived profit model. From the perspective of video users, this paper takes the adoption model based on perceived value as the theoretical basis. Combined with relevant literature and the actual situation of video users' advance on-demand, seven variables, namely perceived value, perceived risk, purchase cost, perceived entertainment, perceived usefulness, social impact, and purchase intention, are selected to construct a research model of the influencing factors of video users' advanced on-demand purchase intention. After the analysis of reliability, validity, and structural equation, it is concluded that perceived value and social impact have a significant positive impact on video users' purchase intention of advance on-demand. Thus, providing reasonable operational suggestions for video operators.