<p>Live streaming e-commerce is increasingly recognizing the pivotal role of the influencers and consumer emotions. This article aims to explores the mechanism by which live streaming influencer characteristics affect consumers' purchase intention in the context of China's urban-rural and male-female divides, with emotional trust and emotional value as the mediating variables. Analyzing 683 questionnaires with 51.68% male and 48.32% female through SPSS 22 and Amos 22, it is found that the live streaming influencer characteristics positively affect consumers' purchase intention. Emotional trust mediates the influence of live streaming influencer professionalism and homogeneity on purchase intention. Similarly, emotional value mediates the relationship between the attraction and interactivity of live streaming influencers and consumer purchase intention. Additionally, the influence of live streaming influencer characteristics on emotional trust and emotional value is more pronounced among rural residents compared to their urban counterparts. Conversely, the influence on purchase intention is less among rural residents than urban residents. Lastly, the impact of live streaming influencer characteristics on emotional trust and value is greater for female consumers than for males, yet the influence on purchase intention is lower for females. These findings contribute to influencer marketing theory.</p>