Boosting rural consumption can provide strong support for expanding domestic demand and achieving high-quality economic development. Based on 430 rural residents’ research data in Heilongjiang Province, combined with persuasion theory and the SOR model, a structural equation model is used to analyse the influence mechanism of live E-commerce on rural residents"" online consumption behaviour, and the differences in the factors influencing the online consumption behaviour of rural residents with different characteristics are explored through multi-cluster analysis. The results show that: 1) Anchor professionalism can indirectly influence rural residents’ online consumption behavior through perceived usefulness and perceived trust; the quality of commodity information can directly influence rural residents’ online consumption behavior, and can indirectly influence rural residents’ online consumption behavior through perceived usefulness and perceived trust; the live E-commerce interactivity only has a direct influence on rural residents’ online consumption behaviors; 2) Perceived usefulness has a significant positive impact on perceived rust; 3) With different gender, educational level and annual income level, rural residents’ internal perception reacts differently to external stimulus, which results in different online consumption behaviors. Based on the above analysis results, this paper suggests: strengthening the supervision and management of live E-commerce broadcast to enhance rural residents"" trust in live E-commerce consumption; increasing the publicity of live E-commerce consumption in rural areas to promote its’ consumption; taking effective measures to help rural residents increase income and enhance their live E-commerce consumption power.