百货店服务要素对店铺印象影响:基于晕轮理论的解释

零售店采用相应的服务手段可以强化消费者的店铺印象。本研究以晕轮效应理论为基础，以百货店为研究对象，采用方差分析方法，探讨商家对消费者提供的服务是否可以产生对店铺印象的扩大影响。结果表明，百货店业态的服务要素对消费者的店铺印象产生较为显著的影响，不同的服务项目提供与否会对百货店店铺印象产生不同影响，进而影响消费者对店铺印象的形成。

Study on the Influence of Service on the Retailing Store Image:Based on the Theory of Halo Effect

Retailers always use certain service methods to enhance the influence of the store image.Taking the theory of Halo Effect as the basis,taking departments as study samples and taking AVOVA as analysis method,this paper discusses whether service can enhance the store image.It shows that service elements influence the department store image significantly and then helps the customers to come to the formation of the store image.