This study identifies the impact of entertainment, information, and interactions on consumer sustainability in China's live commerce. In addition, Wang Hong's expertise, attractiveness, and interaction, which acts as an information transferer, have been considered as a parameter in the relationship between these factors and the intention of continuous use of consumers. A survey was conducted on 353 Chinese consumers and analyzed regression and mediation effects. As a result, not only entertainment but also informativeness and interactivity were found to have a significant impact on consumers’ intention to continue using live commerce, and the characteristics of Wang Hong were confirmed to act as mediating variables that further strengthen these relationships. The real-time communication ability of Wang Hong and the credibility of the information they provide were predicted to have a significant impact on consumers’ revisit intentions and purchase intentions in live commerce. However, the mediating role of Wang Hong was not confirmed in the attribute of entertainment, implying that live commerce should not rely solely on fun elements but rather combine product-related information with the use of appropriate streamers.