To accurately grasp the consumption willingness and core influencing factors for extension services related to gas sales among residents in Qingpu District, Shanghai City and to help gas enterprises optimize service strategies and adapt to market-oriented transformation needs, this paper took the theory of planned behavior as the core framework and introduced five latent variables, namely service cognition, safety perception, price sensitivity, trust, and convenience, to construct a model of influence mechanism for consumption willingness. This paper adopted the literature method, questionnaire survey method, mathematical statistics method, and structural equation model (SEM) to conduct an empirical analysis on 300 gas users in Qingpu District. The results indicate that service cognition, trust, and convenience have significant positive effects on consumption willingness; safety perception indirectly affects consumption willingness through trust, and price sensitivity has a significant negative effect. Based on this, this paper proposes strategies such as service popularization, safety control, and differentiated pricing, to provide a practical reference for improving the quality of extension services of gas enterprises and upgrading the regional gas service system.