Based on the stimulus -organism -response（SOR） model, the characteristics of live streaming barrage are divided into three aspects: barrage quantity, barrage quality, and barrage efficacy. Flow experience is introduced as a mediator variable to construct a research model on the impact of live streaming barrage characteristics on consumer purchase intention. Empirical analysis is conducted through online questionnaire surveys. The results indicate that the quantity and quality of live streaming barrage significantly affect the generation of consumer flow experience, while the impact of barrage price on flow experience is not significant. Consumer flow experience significantly affects purchase intention. The flow experience plays a partial mediating role in the impact of live streaming barrage on consumers' purchase intention.