It is of great significance for college students, being an important consumer group of digital cultural products and services, to study their consumption willingness and influencing factors. Based on six variables, namely: product attribute cognition, technology information cognition, product information acquisition, subjective norm, perceived behaviour control and consumption willingness, this paper constructs a structural equation model, explores the influencing factors, analyses the action path, and expands the research perspective of digital cultural consumption. It is found that the internal perception and external conditions of college students directly affect the emergence of consumption intention of digital culture; the attribute of cultural products will not directly contribute to the emergence of digital cultural consumption intention; information exchange can be used as an intermediary to promote emergence of digital cultural consumption intention; digital technology needs to play a promoting role with the help of normative forces. Based on that, this paper puts forward policy suggestions from strengthening environment creation, focusing on content upgrading, paying attention to platform functions, attaching importance to cultural norms, etc., in order to promote the quality and efficiency of digital cultural consumption.