When sparks fly: How arousal-driven atmospheres, brand positioning, and consumer traits collide in live-streaming ecosystems

Although environmental factors play a vital role in live-streaming commerce, existing research lacks systematic guidelines for designing context-appropriate streaming atmospheres. Grounded in Construal Level Theory (CLT), this study develops a theoretical framework that elucidates the interplay among live-streaming atmospheres, brand positioning, and consumer traits. We empirically validate our hypotheses through three scenario-based experiments. Key findings reveal: (1) There is a significant interaction between live-streaming atmospheres (high vs. low arousal) and brand positioning (high-end vs. mass-market) on brand attitude. Low-arousal atmospheres enhance attitude toward high-end brands, whereas high-arousal atmospheres are more effective for mass-market brands. (2) This interaction is mediated by consumers’ perceived fit between the atmosphere and brand positioning. (3) Regulatory focus moderates this interaction: prevention-focused consumers are more sensitive to congruence, while promotion-focused consumers show weaker responses. By conceptualizing live-streaming atmospherics through the lens of arousal, this study advances understanding of the triadic congruence of atmosphere-brand-consumer nexus in digital retail contexts and provides practical guidelines for brands to optimize live-streaming strategies and enhance consumer engagement and conversion.