In this study, we examined the live streaming training process for e-commerce hosts, focusing on how changes in students’ attention and cognitive states affect the effectiveness of live streaming practice. In the experiment, a headband device from Benegear Inc. was utilized to collect and analyze electroencephalography (EEG) data in real time. The physiological signals, collected by the headband sensor, comprised five foundational brainwave values and their derived cumulative metrics, which were primarily used to indicate differences in attention levels across various states. Nine students were selected to participate in the training experiment. The results revealed that although the students’ attention tended to decline during trial broadcasts, their cognitive processing capabilities improved, as indicated by brainwave activity. This suggests that various factors, including environmental ones, impact the attention of live stream hosts during broadcasts. The study highlights the potential of EEG technology in e-commerce education, and we propose innovative teaching approaches aimed at managing emotion and attention. These approaches seek to optimize training programs, enhance the skills of live stream hosts, and adapt to the rapid developments in the e-commerce industry.