E-commerce live broadcasting has long been a new way to boost the economy. Especially since 2020, under the influence of the COVID-19, more and more audiences have focused their attention on the online live broadcast. The live broadcast has not only stimulated a broader industry market, but also watched the live broadcast as an entertainment for the audience during the COVID-19. As an important link to guide users' consumption, the interactive process in the live broadcasting room is not only the main way for users to understand commodity information, but also plays a key role in users' purchasing decisions. Based on the impulse purchase  behavior of consumers in the context of e-commerce live broadcast, this study innovatively combines the cognitive-emotional preoccupation in cognitive neuroscience to explore the impact of interactivity on consumers' impulse purchase . In this paper, the interaction between users, platforms and anchors in e-commerce live broadcasting is summarized into four dimensions: synchronization, interaction frequency, responsiveness and interest, and a theoretical model is constructed and research hypotheses are put forward: H1:In the context of e-commerce live broadcast,the synchronicity (H1a), interaction frequency (H1b), responsiveness (H1c), and interestingness (H1d) have a positive effect on users' cognitive-emotional preoccupation;H2: Users' cognitive-emotional preoccupation has a positive effect on impulse purchase behavior; H3: Synchronization (H3a), interaction frequency (H3b), responsiveness (H3c), and interestingness (H3d) have a positive effect on users' impulse purchase behavior.

Collect data through questionnaire survey, and use SPSS and AMOS to verify the model hypothesis. The results show that: (1) In the context of e-commerce live broadcast, the interactive frequency, responsiveness and interestingness of live broadcast have a positive impact on users' cognitive-emotional preoccupation; (2) The user's cognitive-emotional preoccupation has a positive effect on their impulsive buying behavior; (3) The interestingness of live broadcast has a positive impact on the user's impulsive buying behavior; (4) The user's cognitive-emotional preoccupation mediates interaction frequency, responsiveness, and impulsive buying behavior, and partially mediates interestingness and impulsive buying behavior. This conclusion not only examines the impact of interactivity in e-commerce live broadcasts on the impulsive purchase behavior of users who watch live broadcasts, but also examines cognitive-emotional preoccupation in cognitive neuroscience as a mediating variable for the first time. At the same time, this conclusion provides a reliable theoretical support for e-commerce live broadcast platform and anchors to strengthen interactivity and pay attention to users' cognitive- emotional preoccupation.