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With the flow dividend of traditional e-commerce diminishing, the growth rate of e- commerce users needed to be innovative for sustainable development; the major e- commerce platforms invented content innovation and new flow portals. E-commerce live streaming became one of the breakthroughs for the media, and its growth prospects depended on whether the live-streaming users could turn into sales orders. Based on the characteristics of China's e-commerce live streaming platforms and users, this paper focused on the impact of e-commerce live streaming on consumers' purchase intentions in terms of the total buying value with product value; total purchase cost with currency cost and energy cost; and interaction with content interaction and service interaction. The purpose of this study was to explore the significant difference in Sichuan consumer purchase intention of luxury goods among different demographic variable groups of gender and age; examine the influence of luxury goods purchase intention in Sichuan based on the e-commerce live broadcast marketing model, and; put forward feasible suggestions for e- commerce live broadcast marketing in luxury goods consumption in Sichuan. Three hundred eighty-seven completed questionnaires of Sichuan consumers were collected through the online WeChat platform by random sampling in June 2022. The results showed that all influencing factors impacted consumer purchase intention through an e-commerce live broadcast. Further suggestions were made to improve the e-commerce live broadcast marketing strategy for adopting luxury goods sales in Sichuan.