天气与消费者的日常生活息息相关。在直播情境下，阳光明媚的晴天和阴雨蒙蒙的雨天哪种天气会让用户更愿意打赏？本研究基于在线直播服务平台上的娱乐内容直播数据，探究不同类型的天气因素对用户直播打赏行为的影响，并分析直播中的主播经验和直播时间对二者关系的调节作用。研究结果表明：（1）相较于晴天，用户在雨天中的直播打赏行为更积极;（2）主播经验越丰富，雨天对用户打赏行为的积极影响越强；（3）在周中工作日时，雨天对打赏的积极影响更强。同时，本研究通过在线实验揭示了情绪调节在天气与用户直播打赏意愿之间的中介效应。本研究揭示了营销领域有关天气的环境特征与用户直播打赏行为之间的关系及其边界条件，既丰富了相关的理论文献，也拓展了情绪调节理论的应用。本研究的结论也为直播行业的营销从业者和政策制定者提供了实践指导。

Weather is closely related to consumer’s daily life. Are users supposed to tip more in the live streaming on sunny days or rainy days? Based on the entertainment lives treaming data on the online livestreaming service platform, this study explores the effect of different weather factors on users’ livestreaming tipping behaviors, and analyzes the moderating effects of live streamer experience and weekends on the relationship between them. The results illustrate that, (1) compared with cloudy days, rainy days have a stronger influence on users’ live tipping behaviors, while sunny days have a weaker influence; (2)the more experienced live streamers are, the stronger the positive effect of rainy weather on tip amounts; (3) on midweek working days, rainy days have a stronger positive influence on tip amounts. Moreover, this research reveals the mediating effect of emotional regulation on the relationship between weather factors and tipping willingness by conducting online experiments. This paper studies the relationship between the environmental characteristics of weather and users’ live tipping and its boundary conditions in the field of marketing. This research enriches the theory of related literature, and extends the application of emotion regulation theory. The conclusions also provide guidance for marketing practitioners and policy makers in the live streaming industry.