This research will discuss the factors influencing users' product purchase intentions through live streaming in e-commerce using task-technology fit, technological features, and social motivation. The research was carried out using a quantitative method, where data collection was carried out by distributing questionnaires online. The study succeeded in getting 417 respondents who were active users of e-commerce services. Based on data processing and analysis, it was concluded that task-technology fit, individual-technology fit, visibility, and social influence had a significant effect on perceived usefulness and perceived enjoyment. These two variables have also been proven influential in encouraging users' intention to purchase products via live streaming on e-commerce. © 2025 IEEE.