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.