运气线索作为一种重要的情境线索，在当前直播营销研究中尚未得到充分探讨，特别是关于其对消费者行为影响的研究仍显不足。本研究基于心境一致性效应理论和精细加工可能性模型，构建运气线索对直播间消费者黏性的研究模型，提出 3个研究假设，并通过三个实验进行验证。研究结果表明，运气线索会正向影响直播间消费者黏性，即消费者受到运气线索刺激时，对直播间的黏性更高；积极情绪和信任感在运气线索和消费者黏性之间发挥连续中介作用；主播类型（企业主播vs. 名人主播）在运气线索对消费者黏性的影响中起调节作用。研究结论丰富了运气线索和消费者黏性理论，并为直播营销提供了指导性的实践建议。

As an important situational cue, luck cue has not been fully explored in the current research on live marketing, especially the research on its impact on consumer behavior is still insufficient. Based on the mood-consistent effects theory and the elaboration likelihood model, this paper constructs a research model on the influence of luck cues on consumer stickiness in live streaming rooms, and proposes three research hypotheses, which are verified by three experiments. The results show that luck cues have a positive impact on the customer stickiness of live stream, that is, when consumers are stimulated by luck cues, the stickiness of live stream is higher. Positive emotions and trust play a continuous mediating role between luck cues and consumer stickiness. Anchor type (corporate anchor vs. celebrity anchor) plays a moderating role in the influence of luck cues on consumer engagement. The research results enrich the theory of luck cues and consumer stickiness, and provide guiding practical suggestions for live marketing.