Abstract: As an emerging marketing model, e-commerce live broadcasting not only brings good benefits to merchants, but also attracts the attention of multi-stakeholders, including consumers. This paper introduces S-O-R theory to analyze the relationship between atmosphere cues and consumers' impulse buying behavior in the process of e-commerce live broadcasting, and uses SPSS software to conduct empirical test. The results show that: (1) Atmosphere cues have a significant positive impact on consumers' impulsive buying behavior; (2) Virtual touch plays a mediating role in the relationship between atmospheric cues and consumers' impulse buying behavior; (3) Psychological distance plays a mediating role in the relationship between atmospheric cues and consumers' impulsive buying behavior; (4) Virtual touch and psychological distance play a chain mediating role in the influence of atmospheric cues on consumers' impulsive purchase behavior path. Finally, the article proposes that e-commerce live broadcasting should attach great importance to the construction of atmosphere cues and strive to improve shopping experience.