Impact of Salespersons and Other Customers in a Fashion Store -Focus on Physical Attractiveness and Self-image Congruence-

패션 점포 내 판매원과 다른 고객에 대한 신체적 매력과 자기이미지 일치 효과

  • Kim, Yunjeong (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Lee, Yuri (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University) ;
  • Kim, Boram (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University)
  • 김윤정 (서울대학교 의류학과) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소) ;
  • 김보람 (서울대학교 의류학과)
  • Received : 2014.03.31
  • Accepted : 2014.06.26
  • Published : 2014.12.31


This study investigates how the physical attractiveness of salespeople and other customers and self-image congruence influence customer perception and brand attitude. As a result of a pretest, four types of pictorial stimuli were developed: physical attractiveness of salespeople (high/low) ${\times}$ that of other customers (high/low). Stimuli were developed using Photoshop CS. A total of 550 samples in two experiments were used and all respondents were women in their 20s and 30s. Data were analyzed using ANOVA and SEM. The result of analysis shows that the physical attractiveness of salesperson had a significant impact on perceived quality, but that of other customers did not. However, self-image congruence with other customers shows a significant effect on perceived quality; however, salespeople did not. The impact of the perceived product quality on brand attitude is higher than perceived service quality. This study adds to fashion retailing literature by demonstrating that physical attractiveness and self-image congruence can influence a customers' perception of product or service quality and brand attitude. It provides interesting insight into how retailers can use social factors as a strategic tool in a retail setting.


Salespeople;Other customers;Physical attractiveness;Self-image congruence;Brand attitude


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