The work aims to focus on the psychology of consumer behavior and reveal how beverage vending machines trigger and utilize the customer perception in specific scenarios. An integrated model of moderation and mediation was constructed with vending machine atmosphere as the independent variable, consumer perception as the mediating variable, consumer sensitivity as the moderating variable and utilization intention as the dependent variable. Through the survey and data analysis, beverage vending machine atmosphere was composed of five perception dimensions:novelty, simplicity, security, diversity and convenience and significant difference was found in age, utilization frequency, and consumer sensitivity across dimensions. The intention to utilize the vending machine was directly affected by vending machine atmosphere, and there was proximal mediator of visual cognition and distal mediator of recall cognition between the two. Consumer sensitivity had significant moderating effect on the direct path and the second half path in the multi-chain mediation model. Therefore, operators should scientifically design vending machines to create a better visual atmosphere and implement different products and marketing strategies according to the characteristics of different customer groups, to improve customer utilization.