<p>Live streaming e-commerce’s real-time interactions enable the comprehensive display of product information, thereby facilitating consumers’ understanding of product value. Numerous brands have embraced this innovative marketing mode, which entails direct-to-consumer product sales at a live streaming low price (selling mode). Additionally, some brands have utilized live streaming solely for sharing product information without selling the products, or embedding links that direct consumers to traditional channels (sharing mode). This paper develops several game models to address the following questions: <i>When can a live streaming event be adopted? When should brands choose selling vs. sharing mode?</i> The results demonstrate that displaying detailed product information through real-time interactions during live streaming is not always beneficial. The reason is as follows. With a better understanding of their private preferences, high-value consumers are more likely to purchase the product, whereas low-value consumers might decide to forgo the purchase, thus leading to more profit losses. Owing to the effects of real-time information interactions on the purchase decisions of consumers, we show that live streaming selling lowers the price, but it may decrease demand. Live streaming sharing, in contrast, raises prices to capture marginal profit, but it may increase demand. Moreover, we indicate that live streaming adoption is not necessarily profitable. Specifically, live streaming (selling and sharing) hurts brands if both the unit production cost and the initial informativeness of products are low; live streaming sharing should be adopted when the cost is high; live streaming selling should be adopted under other conditions.</p>