Due to the current COVID-19 pandemic, there is a trend worldwide for consumers to prefer e-commerce instead of brick-and-mortar stores. In this regard, ‘live commerce’ which is the integration of real-time interaction and commerce, is in the spotlight. Compared to the forecast that the size of the domestic live commerce market will exceed 10 trillion won in 2023, there are significantly fewer studies. Therefore, this study examined how the value of live commerce and consumer motives predict E-WOM intentions, which are active consumer behaviors. Live commerce values are classified into hedonic values, utilitarian values, symbolic values and emotional values. It was also explained by applying the means-object chain theory and the use and satisfaction theory. The seller, who plays a major role in live commerce was set as a parameter between the dependent variable E-WOM intention. At this time, the study was established by classifying the interaction with seller and trust in seller. Also, by using the perceived risk as a moderating variable, it was examined whether there was an effect between the perceived values and the seller. The subjects of this study’s questionnaire responses were 410 people who used live commerce.