Under the fan economy, because of the user as an important factor of e-commerce live cash, e-commerce live user behavior research has always been a hot issue of concern and research in the academic community. The live content and the style positioning of the live room will not only affect the user's impression of the product, but also affect the user's decision-making behavior. Based on the S-O-R model, this paper will launch an empirical study on the mechanism of informational, persuasive, emotional live content of embodied e-commerce lives to consumer purchasing behavior, and the mediating role played by the perceived value and emotional value in the process. The paper will carry out empirical tests on the impact of the live content to the role of consumer purchasing behavior using tools such as SPSS26.0 and Process. The results show that: (1) informational, persuasive, and emotional live content has an inverted U-shaped effect on consumers’ purchasing behavior; (2) emotional live content has a positive effect on consumers’ purchasing behavior; (3) perceived value and emotional value play an intermediary role between informational, persuasive, emotional live content and consumers’ purchasing behavior.