<p>This paper aims to examine how imprints can be used to evaluate the interaction between buyers and sellers engaged in a transaction. This paper also investigates how brand loyalty can be enhanced through live broadcast products and platforms. The researchers employed structural equation modelling to test the model using data collected from 419 valid samples in China. The results revealed that brand loyalty can promote consumer perception and interaction through the imprint theory. In addition, the research team discovered that perceived value, contracts, and interactions significantly influence imprints, while imprints demonstrate a hypothetical positive relationship with brand loyalty. We summarise the following three key points. Firstly: Imprints positively influence brand loyalty. Secondly: Contracts, cognitive value, and interactive behaviours contribute significantly to establishing imprints on consumers. Thirdly: The interaction between buyers and sellers creates social and emotional connections, vital for consumer retention and repurchase intentions. The findings of this study offer significant contributions to e-commerce imprint literature and can be applied to research on e-commerce live broadcast environments.</p>