<p>During festive holidays with consecutive days off, shopping malls experience peak periods with crowds, characterized by a bustling shopping atmosphere. This study explored how consumers are influenced by the shopping mall atmosphere through the perspective of emotional contagion, resulting in conformity behavior and impulse purchases. To examine the impact of crowding perception on consumer behavior during these peak periods, data were gathered at two distinct time points: during the holiday season (peak season) and post-holiday season (off-season). This study found that during peak season, the combined influence of the service and spatial atmosphere creates an interaction effect, thereby fostering conformity behavior. Moreover, this study identified a temporal aspect wherein the service atmosphere stimulates impulse purchases through conformity behavior at both time points. More importantly, conformity behavior emerges as a pivotal mediator, regardless of the seasonal context. In summary, this study underscores the importance of the perspective of emotional contagion in driving consumer conformity behavior and suggests that cultivating a favorable service atmosphere in shopping malls holds greater importance than spatial atmosphere.</p>