<p>Danmaku, a type of comment scrolled across the screen in real time. In live-streaming e-commerce, it is commonplace for consumers to seek information about the content by posing questions to sellers or other viewers via Danmaku. Despite its prevalence, the effect of fluctuations in the volume of information-seeking Danmaku within a specific time frame on sales outcomes remains underexplored. This study utilizes online data from the popular Chinese e-commerce livestreaming platform, Douyin, to examine the impact of information-seeking Danmaku density on sales performance. Through an OLS regression model, the research reveals an inverted U-shaped relationship between information-seeking Danmaku density and livestream sales. Additionally, the study investigates the moderating effects of product quantity, average product price, and the number of lucky draws on this inverted U-shaped relationship. The results show that product quantity and the number of lucky draws significantly moderate the relationship, while the moderating effect of average product price is positive but not statistically significant. Our work provides a comprehensive theoretical framework for understanding the impact of information-seeking Danmaku on live-streaming sales and offers practical insights for platforms and streamers to optimize their strategies based on Danmaku dynamics.</p>