2019 is known as the first year of the live commerce, the rapid development of live commerce not only attracted many brands to cooperate with the platform, but also to stimulate consumer spending behavior, and the development of the social economy, which not only popular with goods star Li Jiaqi, but also attracted various stars, government officials into the live room with goods. As a new marketing model, "live commerce" has not only stimulated the consumer market, but also injected a strong

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... petus into economic development and social reproduction, and through nearly a decade of development, live commerce has gradually matured and become a popularized and normalized marketing strategy. In this paper, we focus on the development of live commerce, analyze the factors influencing consumers' purchasing behavior from several aspects, and extend to the inner mechanism of the influence of live commerce on consumers' behavior.