Live commerce refers to a distribution method merging real-time personal broadcasting with e-commerce platforms, a portmanteau of "live streaming" and "commerce." The live commerce sector in South Korea continues to exhibit sustained growth, with its market size consistently expanding. This study analyzes the factors influencing the intention to continue using live commerce based on use and gratification theory through structural equation modeling. The analysis reveals that the entertainment aspect in live commerce positively affects flow, while interactivity and informativeness contribute positively to trust. Additionally, trust is confirmed to have a positive impact on both flow and the intention to continue usage. However, interactivity was found to have a significant negative impact on flow. Based on these findings, this study provides theoretical and practical contributions to the field of live commerce research.