The aim of this study is to explore the impact of interpersonal information interaction on word-of-mouth recommendation willingness in the context of live streaming e-commerce, in order to provide personalized advice for streamers and and their represented e-commerce sellers. This study was based on the S-O-R theory, interpersonal information interaction, social indentity theory, product involvement degree, and word-of-mouth recommendation willingness. It innovatively incorporated user identity, constructed an empirical model based on the “stimulus-organism-response” framework, and proposed relevant hypotheses to explore the mediating effect of user identity between interpersonal information interaction and word-of-mouth recommendation willingness; And it innovatively introduced product involvement degree to explore the moderating effect of product involvement degree between interpersonal information interaction and word-of-mouth recommendation willingness. By analyzing the sample data from the questionnaire survey, it tested the relevant hypotheses. Product information interaction and emotional interaction have significant positive effects on user identity and word-of-mouth recommendation willingness. User identity, product involvement degree respectively plays significant mediating and positive moderating effect between product information interaction, emotional interaction and word-of-mouth recommendation willingness.