The booming live streaming e-commerce has drawn a large number of consumers and businesses to participate. However, research on consumers' impulse purchase willingness in live streaming is still in its infancy. Based on the SOR theory, from the perspective of consumers' loss aversion psychology, a structural equation model was developed to analyze and validate the mechanism through which the live e-commerce atmosphere cues affected consumers' inclination to make impulsive purchases. It is found that the live e-commerce atmosphere cues significantly affect consumers' perceived risk and anticipated inaction regret. The mediating effect of perceived risk and anticipated regret of inaction is significant when it comes to the influence of live e-commerce atmosphere cues on willingness to make impulse purchases. In the context of live e-commerce, companies can adopt measures such as increasing product discounts, enhancing the visual appeal of the live broadcast room, and activating the atmosphere of the live broadcast room to strengthen the atmosphere cues in the context of live e-commerce, and make full use of consumers' loss aversion to achieve promotional goals.