This study selects the “Generation Z” population as the object, and takes the SOR theory as the framework to study the impact of immersive live broadcast on consumers’ impulse purchase intention, which enriches the content of immersive live broadcast theory research. The research results show that:(1) The four dimensions of blogger characteristics (professionalism, interactivity, credibility, and personal charm) all have a significant positive impact on the flow experience, and the credibility of the blogger has a significant positive impact on flow experience. The influence of experience is the most obvious; (2) there is no significant positive relationship between flow experience and atmospheric factors; (3) flow experience plays a partial mediating role between live broadcast scenarios, blogger characteristics and impulsive consumption willingness; (4) Hedonism plays a positive moderating role between flow experience and impulsive consumption willingness.