This study uses the perspective of "Push-Pull-Moor" theory to explore consumers' purchase intention on online subscription-based music services. Questionnaires are used to investigate users of online subscription-based music service platforms. After collecting questionnaires, Smart PLS2.0 is adpoted for analysis. The results show that the pull effect has the greatest impact on consumers, followed by push effect and mooring effect in order. Among them, push effect and pull effect have significantly positive impact on consumers' perception of perceived value, and mooring effect is exactly the reverse. The perceived value of consumers positively influences purchase intention. Therefore, if service providers want to increase consumers' purchase intention, they must firstly satisfy the consumers' quest for convenience, practicality, and trust in services.