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Abstract- In recent years, live-streaming e-commerce platforms represented by Douyin and Kuaishou have grown rapidly, fundamentally transforming Chinese consumer shopping patterns. Beauty and personal care products have emerged as among the most purchased categories by young consumers in this channel. However, the mechanisms through which live-streaming stimuli convert latent interest into impulsive purchasing actions remain theoretically underexplored. This study constructs an Extended Technology Acceptance Model (E-TAM) by integrating Platform Trust as an antecedent variable to examine how trust, perceived usefulness (PU), perceived ease of use (PEOU), and impulsive purchase intention (IPI) collectively shape actual purchase behavior (APB) among university students. A quantitative survey was administered to 325 undergraduate students at University A with prior live-streaming shopping experience, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0. All six hypotheses were supported. Platform Trust significantly influenced both PU (β = 0.320) and PEOU (β = 0.666). PEOU positively predicted PU (β = 0.522). Both PU (β = 0.493) and PEOU (β = 0.267) significantly predicted IPI, which in turn exerted the strongest direct effect on APB (β = 0.687, f² = 0.895). The findings validate the applicability of the TAM in the live-streaming beauty commerce context and confirm a complete causal chain from trust establishment to behavioral realization. Practical implications for platform operators, beauty brands, and consumer educators are discussed.

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