The purpose of this study is to (1) simulate the scene of consumers watching internet celebrity live streaming sales of products and perform different video stimuli to study whether consumers' emotions and purchase intentions will be affected by their shopping value motivation and different behaviors or emotional states of online celebrities; and (2) Over a period of time, determine whether the amount of products purchased by consumers in the network celebrity broadcast room is related to factors such as consumers' mood and income. For this reason, two studies are carried out in this paper. In study 1, a questionnaire survey is adopted to collect data, and Smart PLS 4.0 software is used to analyze the structural equation models of the two models, respectively. In study 2, two multiple linear regression models were constructed to verify the effects of emotion, demographic variables, and income on the total amount of product consumption. The study found that the behavior of Internet celebrities will directly affect the generation of consumer emotions, and different emotions will significantly affect the purchase intention; shopping value motivation will also significantly affect different emotions. However, there are only a few cases in which negative emotions positively impact purchase intention, and the negative emotions of mainstream people still negatively impact purchase intention. Moreover, utilitarian motivation is more rational than consumers with hedonistic motivation and has a weaker influence on negative emotions. In addition, consumers' higher frequency of positive emotions will positively affect their purchasing behavior, resulting in a higher total amount of product consumption, and income has a greater impact on the total amount of product consumption than emotion.