Most of the existing studies have described the characteristics of live streaming and the participation motivation of consumers using surveys. However, the relationship between consumer judgment of live streamer morality and their purchase intention has been largely ignored. Based on identity theory, this study constructs a theoretical framework for the influence of live streamers morality on consumer purchase intentions. The results show that the morality of live streamers influences consumer purchase intentions by influencing their identity. Furthermore, the entertainment value of live streaming content has a positive moderating effect on live streamers morality while the information value of live streaming content has no moderating effect. The purpose of this study is to focus on the psychological mechanism and boundary conditions of the influence of live streamer morality on consumer decision making and expand the research on live streaming, which will have important significance for consumer decision making and enterprise marketing strategy formulation.