The spread of COVID-19 is currently a global public health emergency. With the domestic epidemic entering the stage of normalized prevention and control, it is still important to achieve “prevention from both people and objects” while importing external defenses in the prevention and control of COVID-19. Based on the perspective of fear appeals and deterrence theory, this paper proposed a SEM model to investigate the influencing factors and mechanism of residents’ compliance intention to pandemic prevention institutions in the context of normalized prevention and control state. The results suggested that: (1) The factors of fear appeals for health threats and the factors of deterrence for sanctions threats can positively affect residents’ compliance intention; (2) Self-efficacy and response efficacy fully mediate between threat susceptibility and compliance intention; (3) Response cost inhibit the positive relationship both self-efficacy and response efficacy with compliance intention, while sanction celerity promotes the positive relationship between informal sanction factors and compliance intention. In the end, normalized prevention and control suggestions are discussed from the perspective of government, enterprises and residents.