With the spread of COVID-19, live commerce is rapidly growing into a new business model. Live commerce is a type of e-commerce based on real-time interaction, and the social atmosphere is also strengthening non-face-to-face in the fantastic era and rapidly changing into the untact economic era such as social distancing. Based on the information source confidence model, this study aims to verify whether the host's characteristics affect live commerce consumers' viewing commitment and purchase intention, and to analyze how consumers' perceived consumption value controls between viewing commitment and purchase intention. A total of 547 questionnaires were collected, and 498 data excluding insincere responses were used for the final analysis, and reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation model were conducted to analyze the collected data in earnest. The results of the study are as follows. Among the hosts' public confidence (reliability, attractiveness, and expertise), only reliability was found to have a positive (+) effect on purchase intention, and reliability and expertise were found to have a positive (+) effect on viewing commitment. It was confirmed that viewing immersion had a significant effect on purchase intention. As a result of introducing viewing immersion as a parameter, it was verified that viewing immersion has a mediating effect in the effect of the host's characteristics, reliability and expertise, on purchase intention. In addition, as a result of inputting practical consumption value and hedonic consumption value as regulatory variables, it was found that practical value and hedonic value had a moderating effect in the effect of viewing immersion on purchase intention. Based on these findings, this study presented some implications to consider when conducting live commerce broadcasting and expects to provide and utilize basic information useful for expanding live commerce and establishing e-commerce marketing strategies. In addition, the results of this study predict that it will be able to provide practical implications for domestic and foreign live commerce operators.