The rapid development of online overseas purchasing in recent years has aroused college students’ attention. Based on Fishbein's model of reasoned action, this paper tries to construct the model of purchase intention through questionnaire survey of college students. The results show that subjective norm, individual attitudes, country-of-origin image and conformity-pressure, all have directly significant effect on purchase intention, which is a reference for the promotion of domestic products and the balance of supply and demand.