With the growth of the overall economy, various kinds of new-type service industries have developed well and rooted in Taiwan around the past 20 years, and become the crucial industry in our society. To succeed under the keen competition, most the owners of the retail stores look forward to raise the level of the satisfaction of shopping from the material level to the spiritual one; they want to attract the consumers with the comfortable and cozy shopping environment they mold. Crowding is a common phenomenon in Taiwan. The department stores and other retail stores are often packed with the crowd on weekends and special festivals. Such crowded shopping spaces always make consumers feel uncomfortable and even scare them away for that it is hard to enjoy the happiness of shopping under this kind of circumstance. Consumers can make themselves feel better by changing their behaviors or their mind set, which is called coping. The emotions caused by the crowdedness may influence the adoption of the coping behaviors, also, lead to the change of the consumer satisfaction. Many research have studied the implication of the coping behavior in the crowded situation, but few were focused on the retail crowding one; therefore, based on the theories of the coping behaviors and the results of the focus group interview, this study developed a set of operational definitions of the coping behaviors under the retail crowding situation. To measure the response of the consumers in the retail crowding situation, this study use two different levels of crowding pictures to design eight different scenarios. The results conclude a path which shows how does the retail crowding influence the consumer satisfaction through the motivation and the occasion of shopping, emotion, and the coping behaviors. The finding of the research is as followed. ¢¹. The more crowded the retailers are, the stronger sense of the negative emotions the consumers have. Besides, the negative emotions toward the others are especially stronger than the negative emotions toward the environment. Both type of the emotion have direct effects on the consumer satisfaction. ¢º. The motivation and the occasion (holiday effect) for shopping can not be the moderators between perceived crowding and emotion. ¢». Consumers will adopt different kinds of coping behavior according to their emotion. ¢¼. Behavioral coping and emotional coping are the intervening factors between emotion and consumer satisfaction. ¢½. The adoption of the behavioral coping will decrease the consumer satisfaction; however, the adoption of the emotional coping can increase it.