The aim of the present study is to investigate the effect of user capacities and live shopping interaction on social media on purchase intention and actual purchase behavior among Instagram users. This study is applied in terms of purpose and descriptive-analytical in terms of method, which was conducted using a survey method and a causal approach. The statistical population of the study is active users on Instagram. Due to the unlimited number of users, the statistical sample is 361 people, who were selected using the Cochran formula and a simple random method. The primary data collection tool is a standard questionnaire, the validity of which was confirmed by factor analysis with the KMO index and their reliability by reporting the Cronbach's alpha coefficient. SPSS software version 24 and LISREL 8.8 software were used in data analysis. The findings show that user capacities, including visual capacity, shopping guidance capacity, and active presence capacity, have a significant effect on live shopping interaction on Instagram. This indicates the key role of user characteristics and capabilities in the formation of effective interactions in the live shopping context. Also, live shopping interaction on Instagram has a positive and significant effect on users' purchase intention. This finding shows that increasing the level of user interaction in the live shopping process can lead to strengthening their willingness to buy and play an important role in purchasing decisions. The results of the study also show that purchase intention has a direct effect on users' actual purchase behavior. This relationship indicates that the formation of purchase intention, as a mediating variable, plays a decisive role in converting online interactions into actual purchase behavior.