Social interactions can affect one's self-image and are also influenced by self-image. This reciprocal relationship may be found in retail service encounters through the interaction between customers and salespeople. Therefore, the purpose of this study was to examine relationships among consumers' psychological and physical self-image, perceptions of salesperson performance (PSP), and nonstore shopping intention (NSI) in apparel shopping contexts. Two studies were conducted using female college student samples. Through correlation and regression analyses, results from the two studies revealed that some self-concept dimensions and global self-esteem were significantly related to body image and influenced PSP of attention and appearance, whereas PSP of attention positively affected NSI. Study 2 also demonstrated a possible effect of perceived importance of salesperson performance that might moderate the relationship between self-image and PSP. Theories such as categorization and social comparison were discussed as a possible conceptual framework in which the findings can be discussed.
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