A conceptual model is established based on the Theory of Planned Behavior (TPB), AMOS 26.0 software is used to analyze the public’s demand willingness and utilization behavior of the Traditional Chinese Medicine (TCM) knowledge service mode of Internet + national “famous medical studio”, and suggestions are put forward, including the government playing a leading role in formulating effective policies and measures, the national “famous medical studio” actively supporting the Internet + famous doctors’ TCM knowledge service, promoting the establishment of a community-based Internet + famous doctors’ TCM knowledge service base, etc.