With the rapid development of Chinese economy and the steady improvement of people’s living standards, significant changes have occurred in the consumption structure. In recent years, the blind box market has rapidly emerged through online e-commerce channels such as live streaming platforms, creating new consumption scenarios. However, blind consumption and irrational purchasing behaviour has also emerged, becoming the core issues behind the ‘blind box fever’. This research aims to explore the characteristics of consumer behaviour among blind box live streaming users and its influencing factors, particularly the role of perceived interaction, satisfaction, and perceived pleasure in consumer decision-making. This research used questionnaire survey and structural equation model (SEM) to analyse customers’ behaviour through blind box live streaming. The results indicate that the consumer base of blind box live streaming is predominantly female, with young users forming the majority and a significant proportion of highly educated individuals. Meanwhile, both social presence and reward mechanism have positive and significant impact on users’ purchase intention, whereas the influence of perceived interactivity is relatively weaker in comparison. The research offers improvement suggestions for theoretical models, variable measurement, and research methods, providing theoretical and practical insights for the market’s healthy development.