This study explored the characteristics of live commerce, the effects of interactivity, vividness, entertainment and word of mouth on trust and flow between users were investigated. In addition, the effect of user's trust and flow on customer satisfaction and revisit intention, the concept of customer loyalty was tested. This study takes Chinese consumers with live commerce experience as the object, and hopes to provide some reference value for domestic enterprises entering the Chinese market through statistical analysis. And in this study, the moderating role of innovation tendency in the relationship between live commerce characteristics, user trust, and flow was analyzed. This study conducted a survey targeting Chinese consumers who used live commerce channels, and was empirically verified by analyzing structural equations. As a result of verification, first, it was found that word of mouth information among the characteristics of live commerce has a positive effect on trust, and that the characteristics of live commerce that have a positive influence on vividness and flow are vividness and word of mouth. Second, it was confirmed that trust had a positive effect on flow, and it was confirm that trust and flow had a positive effect on customer satisfaction and revisit intention. Third, the moderating effect of the innovation attribute was analyzed on the relationship between the characteristics of live commerce, trust and flow, and it was confirmed that the moderating effect of innovation attribute was statistically significant in the relationship between vividness, entertainment and flow. Finally, this study tried to suggest a marketing perspective that can improve the relationship performance and customer loyalty between live commerce companies and Chinese consumers by proposing academic and practical implications according to the empirical analysis results.