Consumer well-being is an important psychological state, and the human-computer interaction consumer experience has a significant impact on consumer well-being during the consumption process. Research has found that the human-computer interaction consumer experience of time-honored brands positively influences purchase intention and well-being. Consumer well-being also has a positive impact on purchase intention. Consumer well-being plays a positive mediating role in the impact of the human-computer interaction consumer experience of time-honored brands on purchase intention. Customer expectations negatively moderate the impact of the human-computer interaction consumer experience of time-honored brands on consumer well-being. The research findings contribute to time-honored brand enterprises in promoting customer integration and enhancing brand competitiveness.