The Tang-dynasty novels first time revealed the merchants life describing their living condition objectively with rich history and cultural information which influenced later similar topic at great level.

The stories give a full display of various difficulties of the straitened scholars who failed in the imperial examinations, and they present readers with those scholars pursuit after material life, their abandoning of faith, their contempt of merchants and also their aspiration for the wedlock with the merchants.

These exotic merchants were creative in business trading and made the cul-ture colorful, so they had an great influence on later similar novels.

The images of merchants repenting of their sins,emerging in the literary works in the Yuan and Ming Dynasty,greatly influenced the scholar s mentality of self-redeeming.

By means of FENG s cultural personality and psychology, to analyze the merchants different standpoints towards marriage is the special horizon to understand the merchants charac.

In order to give a full understanding of the influence of the dimensions of store image on customer decision-making style,we discuss the difference that the customer who have difference shopping style have difference apperception to store image.

Retail store image refers to the physical environment for consumers to stroll around and do shopping, which can exert a significant influence on the consumer s decision- making behavior.

The store image is one of the important factors influencing consumers to patronize.

Through the comparison of the novels of Ming and Qing it is found that the images of Huizhou merchants are rooted in the reality but exaggerated.