Abstract: E-commerce live streaming has brought consumers a new shopping experience. Studying the mechanism of how e-commerce live streaming influences on consumers' purchase intention is of great significance to improve the quality of live streaming service and promote the healthy development of e-commerce live streaming business ecology. Through in-depth interviews with 57 respondents, this study constructs the mechanism model of the influence of e-commerce live streaming on consumers' purchase intention. The results show that, in the context of e-commerce live streaming, commodity factors, streamer factors and live streaming context factors affect consumers' engagement in e-commerce live streaming, and on this basis, they will ultimately affect consumers' purchase intention by influencing consumers' cognitive attitude and emotional attitude; At the same time, consumers' personal internal factors play a moderating role in the influence of commodity factors, streamer factors and live streaming context on consumers' engagement in live streaming.

Key words: e-commerce live streaming, consumers' purchase intention, influence factor, grounded theory, persuasion communication theory