Live streaming shopping, providing an entertaining and shopping way, has attracted attention from the world. This study is based on the integrated model of consumption impulse formation enactment (CIFE) combining with live streaming shopping features. Promotional stimuli, lack of self-control, social presence, platform ease of use, and streamers feature are used to study consumption impulse and transfer of likeliness of impulse buying. It explores the moderating effects of economic and time unavailabilities. The theoretical framework is tested using SEM based on survey data collected in China. This study found promotional stimuli, lack of self-control, social presence, and streamers feature have significant influences on consumption impulse in live streaming shopping, which in turn lead to transfer of likeliness of impulse buying, and time unavailable plays a positive moderating role. This is one of the first empirical studies based on CIFE model in the context of live streaming shopping. This would provide a new marketing direction to managers involved in live streaming shopping.