气氛、服务、社区关系是商店形象形成的三个来源。其中,商店所营造的气氛最为重要。通常认为,商店气氛指商店用来树立形象和招徐顾客的物质特征。不过,将气氛理解成消费者光顾商店时所获得的心理感受,也许更合适。 Atmosphere, service, and community relations are the three sources of store image formation. Among them, the atmosphere created by the stores is the most important. It is generally believed that the atmosphere of the store refers to the material characteristics that the store uses to establish its image and recruit customers. However, it may be more appropriate to understand the atmosphere as the psychological feelings that consumers get when they visit the store.