As technology advances, the business model of live-streaming e-commerce has gained popularity, creating new ways of interaction and shopping channels for consumers. Today’s consumers actively seek information about company reviews, product quality, and services before deciding to engage, making consumer participation crucial for businesses. Live streaming’s success is no longer measured solely by customer numbers. Instead, consumer recognition and loyalty are key to retaining viewers and encouraging recommendations. Live-streaming e-commerce fosters emotional engagement between viewers and streamers for the purpose of facilitating purchases. The macro-level value co-creation in this context is influenced by microfoundations, including participants' perceived conditions, motivations, and interactions. This study employs microfoundations theories to examine consumer behavioral motivations, interactive factors, and their effects on value co-creation in live-streaming e-commerce.