Extended warranty services are favored by e-commerce platforms and consumers due to their profitability and risk-avoidance attributes. This study focuses on the online purchase behavior of extended warranty services by online consumers. Based on the technology acceptance model and the theory of planned behavior, a research model is constructed to validate and analyze the model and hypotheses using 610 valid data collected online. The study explores the factors influencing the network retailing of extended warranty services for enterprises and reveals the corresponding mechanisms, providing a reference for the operation and policy optimization of high-quality development in the network retailing industry. The findings indicate that perceived usefulness and perceived ease of use have significant positive effects on consumers’ intentions to purchase extended warranty services, with perceived usefulness having a relatively stronger impact. Purchase attitude, as a mediating variable, can enhance the positive effects of perceived usefulness and perceived ease of use on purchase intentions of extended warranty services. Subjective norms and perceived behavioral control significantly positively influence consumers’ intentions to purchase extended warranty services, and as moderating variables, they can enhance the effects of perceived usefulness and perceived ease of use on purchase intentions of extended warranty services separately. Perceived usefulness influences consumers’ purchase attitudes, thereby forming consumers’ intentions to purchase extended warranty services, which is one of the most significant influencing paths.