The purposes of this study were to investigate how social density, choice and time limit affect consumers' perceived value and purchase intentions. Independent variables of this study included choice, social density, and time limit. Mediating variables included perceived human crowding, perceived control, and perceived value. Finally, purchase intentions were measured as dependent variable in the study. Objects were 493 undergraduate students studying at National Taiwan Normal University. A 3×2×2 factorial experimental design was adopted. Statistical methods employed included analysis of variance and structural equation modeling. The results indicated that social density can positively influence perceived human crowding. Perceived control negatively influence perceived human crowding, while positively influence perceived value. Perceived value mediates the influence of perceived human crowding on purchase intentions. Implications of this study can help restaurant managers to develop more effective marketing programs to increase consumers' dining intentions.