Author(s)

Yamei Zhu, Liyi Ruan

Corresponding Author

Liyi Ruan

ABSTRACT

As a ubiquitous phenomenon in our living environment, social crowding has gradually become a research hotspot in the field of marketing in recent years. However, this topic is still scattered in the current research, and a large number of studies focus on exploring the causes of social crowding, which attracts less attention in the field of consumption. The relationship between social crowding and indulgent consumption behavior is still unclear. Moreover, empirical studies on the industry are single, and in-depth mechanism research is also lacking. Based on the literature review, this paper constructs a comprehensive research model and puts forward some prospects for future research.

KEYWORDS

Crowd, Social crowding, Indulgent consumption