Crowded is a material effect factor when the consumer enjoys the service. Some state that consumer’s sense of crowdedness has a positive influence on their purchase behaviors, yet others propose that it has a negative impact, suggesting that a sense of crowdedness influences consumer’s act of purchasing. Researchers report that the in-fluence of this sense of crowdedness on consumers’ purchase is related to their coping mechanisms. The current study first adopts crowding perception as the independent variable, customer negative behavior and the coping mechanism as the intervening var-iable to examine the relationship between these variables.
This study used paper and electronic questionnaire at the same time issuing a ques-tionnaire survey. Total 296 valid questionnaires recovered. Pearson correlation analysis and a simple regression analysis on February 2 to discuss the relationship between var-iables, and class regression analysis to find the three variables that exist between the in-tervening effects.
By the finding show that crowding perception has an obvious and positive influ-ence on customer negative behavior. Crowding perception has not an obvious and posi-tive influence on coping mechanism. Coping mechanism has an obvious and negative influence on customer negative behavior. In the relationship of the sense of crowdedness with the customer negative behavior, coping mechanism were not found to exert significant intervening. The finding and discussion, the meaning of theory and practice, research restrictions, recommendations for future research of the present study been discussed in the article also.
