This study is based on the M-R environmental psychology model, and investigates if social element and contextual element of social-servicescape conceptual models can affect consuming emotions and behavior. Moreover, this study examines the role of cognitive appraisal and extends the M-R environmental psychology model to include both emotional states and cognitive appraisal as mediators of the social-servicescape and coping behavior relationships. It adopts scenario experiment manipulation method to understand how the social element and contextual element affect cognitive appraisal, consuming emotions and behavior of approach or avoidance. The finding of the research is as followed. 1. Social element and contextual element can affect consuming emotions. 2. Under the social-servicescape, contextual element can affect coping behavior, and this relationship will be mediated by consuming emotions. 3. Social element can affect goal congruence significantly. 4. Under the social-servicescape, consuming emotions and goal congruence can affect coping behavior significantly. 5. The relationship between social-servicescape and goal congruence can be mediated by consuming emotions.