Recently, when purchasing a product, consumers are increasingly inclined to purchase products based on experiential factors as well as functional benefits and advantages of the product. In addition, the importance of brand experience is increasing as consumers purchase products based on the image of the product rather than the properties of the product. Therefore, this study examined the effect of brand experience (sensory experience, affective experience, intellectual experience, and behavioral experience) on trust, commitment, and purchase intention in the live commerce market, which is showing rapid growth after COVID-19. The results of this study are as follows. First, it was found that intellectual and behavioral experiences among the sub-variables of brand experience in the relationship between brand experience and trust had a positive effect on consumer trust. Second, in the relationship between brand experience and commitment, sensory experience, intellectual experience, and behavioral experience among the sub-variables of brand experience were found to have a positive effect on consumer commitment. Third, commitment and trust were found to have a positive effect on consumers' purchase intention. Through these research results, this study is meaningful in suggesting ways to establish differentiated strategies for consumers' needs and rapidly changing distribution environments in the operation of live commerce.