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责任编辑：陈诗静

（Business School，Jilin University，Changchun 130012，Jilin，China）

Abstract：Store crowding is a common phenomenon in shopping. Previous research focuses on the negative impact of store crowding on in-store products，or focuses on the positive impact of store crowding on in-store products. However，there is the lack of consistent conclusions concerning the impact of store crowding on in- store product purchase willingness. Based on previous research，it is reasonable for us to infer that，under the background of store crowding，consumer’s inference about instore product depends on the level of consumer’s self- construction. Two experiments are conducted to study the impact of the interactive relation between store crowding and self- construction on the purchase intention of in- store products；and a dual intermediary mechanism is proposed. It is found that：the interactive relation between store crowding and self- construction has impact on in- store product purchase intentions；and product uniqueness and product popularity mediate the effects of store crowding and self-construal on in-store product purchase intentions. For the consumers with independent self-construction，store crowding（vs. non-crowding）makes consumers infer that there is the lack of products uniqueness，thereby negatively affecting instore product purchase intentions；and for consumers with interdependent self- construction，store crowding（vs. non- crowding） makes consumers to infer that products are popular，thus positively affecting in-store product purchase willingness. In marketing communication activities，retail stores should control the number of customers based on the consumers’ different selfconstruction levels，thereby increasing consumer product popularity inference and product uniqueness inference，and ultimately enhancing consumer’s purchases intentions of in-store product.

Key words：store crowding；product popularity；product uniqueness；self-construction