This study selects female college students in Wuhan (武汉), China, who are interested in live broadcasting of influencer marketing. to find out the effect of Chinese influencer live broadcasting characteristics and fashion product evaluation characteristics on consumer attitudes and purchase intentions. To achieve the purpose of the study, a total of 370 copies were distributed online from March 30 to April 15, 2023, to consumers of four-year female college students living in Wuhan, China, and 351 copies were used for the final analysis data. The SPSS program was used for data analysis. The analysis results are as follows. First, the clearer the feeling of fashion products when purchasing fashion products, the greater the likelihood that consumers will actively purchase them. Second, the higher the degree of perception of the characteristics of influencer live broadcasting in the evaluation of fashion products, the higher the evaluation of fashion products. Third, the higher the consumer's perception of influencer live broadcasting, the more positive the consumer's attitude was. Fourth, the higher the consumer's perception of the characteristics of fashion product evaluation, the more positive the consumer's attitude was. Fifth, the information, interactivity, reliability, attractiveness, and entertainment of influencer live broadcasting were found to have a positive effect on purchase intention. Sixth, it was found that the usefulness, reliability, and informability of fashion product evaluation had a positive effect on purchase intention. Seventh, the higher the degree of perception of consumer attitude, the higher the purchase intention. Based on the above results, influencer's live broadcasting characteristics and fashion product evaluation characteristics were found to have a positive effect on consumer attitudes and purchase intentions, so the purpose of this study is to use them as marketing data for companies and lead to vitalization of purchases.