In the era of increasing public health awareness, the commercialization of online fitness courses is becoming increasingly high, and it is necessary to pursue the sustainable development of online fitness courses. The study aims to understand the path of perceived value and identity affecting Chinese consumers' online exercise course purchase decision. Through a comprehensive analysis of online survey data from 639 participants, who with consumption experience in this industry, and we utilized the statistic method and structural equation model to uncover that perceived value and identity orientation are key factors influencing purchase intention and behavior. In addition, intention mediates the relationships between perceived value, identity, and purchase behavior. The study highlights the importance of online exercise platforms to enhance perceived value and foster community identity. These findings provide important guidance for online exercise course providers, marketers, and platform developers who should focus on user needs, emphasize the unique value of the platform, and build an attractive community identity.