This paper takes the e-commerce live broadcasting platform of Company M as the research object, and explores the path and mechanism of the influence of AIGC-generated content on e-commerce live broadcasting consumer willingness. Based on the theory of consumer behavior, a structural equation model containing 6 variables of product involvement, preferential discount, entertainment, trust, perceived value and purchase intention is constructed. The 405 valid data collected were analyzed by questionnaire survey method and statistical analysis method. The validity of the structural equation model was tested by relying on SPSS, SmartPLS and AMOS software to validate the proposed hypotheses and suggest relevant countermeasures to promote the purchase intention of e-commerce live streaming consumers in Company M. Hypotheses H1, H4, H6, H7, and H8 passed the empirical test, and the product involvement increased the consumers’ trust by increasing the consumers’ trust, and the entertaining and discounting efforts increased the consumers’ ‘s perceived value, which in turn increases consumers’ purchase intention.
