Is Human Crowding and Spatial Crowding Good or Bad? With Consumer Emotions as Moderator Role

In order to understand the impact of crowding in shopping mall environments, this study investigates the influence of perceived congestion on impulse buying through the regulating role of emotions. The results indicate that human congestion serves as a precursor to impulsive purchasing behavior, thereby aiding consumers in engaging in impulse buying. Additionally, negative emotions contribute to strengthening the positive impact of human congestion on impulse buying. In summary, crowded environments and consumer negative emotions do not necessarily only bring negative effects to shopping malls. This study also demonstrates the possibility of bringing positive impacts.