The rapid evolution of live streaming shopping in China has positioned it as a leading digital retail strategy, effectively merging entertainment with the shopping experience. This study adopts a multidimensional perspective to investigate the influence of diverse persuasive elements within a live streaming context on consumers' impulse buying behaviour. The research focusses on the influence of three independent variables: content engagement, promotional offers, and the visual appeal of influencers. These factors are examined for their effect on emotional engagement, which serves as a mediating variable, ultimately resulting in impulse buying behaviour. The study is based on the Hedonic Motivation Theory, which posits that individuals engage in streaming commerce not solely for practical benefits and utility, but also for enjoyment and experiential factors. The researchers employed a quantitative survey methodology to gather data from individuals who engage with Chinese live streaming platforms on a frequent basis. The findings of the research demonstrated significant correlations between the independent variables and emotional engagement, which emerged as a robust predictor of impulse purchasing behaviour. This study contributes to the existing body of knowledge regarding consumer behaviour in digital contexts and provides actionable insights for marketers, influencers, and platform developers aimed at creating more persuasive and appealing environments for live streaming. The findings indicate that emotional activation serves as a significant mechanism in the transition of attention from mere observation to actual purchase behaviour.