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An E-commerce live broadcast would be a video that lives on the e-commerce platform. As an innovation of entrepreneurial marketing in the new media era, it quickly became the most crucial marketing method for many e-commerce sellers. Based on the characteristics of live broadcasts, this paper studied the path model of the relationship between live video and customers' purchase intention from the perspective of different sales channels. This study aimed to analyze the influence of live broadcasting on consumer purchase intention between age, city of residence, purchase intention, and income groups in Mianzhu City; to explore the influencing factors of instrumental and interpersonal interactions to purchase intention on consumer products in Mianzhu City; and to suggest improving live broadcast e-commerce marketing strategy based on the market trends and consumer behaviors. Four hundreds and twelve people completed questionnaires of Mianzhu City consumers were collected through the online WeChat platform by random sampling in June 2022. The results showed that instrumental and interpersonal interactions significantly impacted consumer purchase intention of consumer products through live broadcasting. Further suggestions were made to improve the live-broadcasting marketing strategy on consumer purchase intention and satisfaction.