A series of stepwise multiple regression analyses were performed to test the proposed relationships addressed in the research questions. The results from the factor analyses revealed three dimensions of perceived importance of personal sales assistance: Professionalism, Personalization, and Appearance. Regression results suggested that there were significant relationships between a variety of consumer characteristics and perceived importance of each dimension of personal sales assistance. Perceived importance of personal sales assistance was also found to have some effect on consumers' in-store and non-store patronage behavioral intentions. In addition, support was found for the direct effects of fashion and apparel shopping orientation, and self-concept on in-store or non-store patronage behavioral intention. This study has various implications for retailers in terms of sales personnel management and development of appropriate strategies for in-store and non-store marketers. Future research using both qualitative and quantitative designs are required to further the findings. By delving into theoretical concepts related to the personal sales assistance dimensions identified in the present study, future research is expected to contribute to retail service studies.This study was designed to enhance the knowledge of personal sales assistance in apparel shopping, and articulate possible relationships between consumers' fashion and apparel shopping orientation, self-concept, personal sales assistance, and in-store and non-store patronage behavioral intentions. Four research questions addressed 1) the dimensions of perceived importance of personal sales assistance; 2) the effect of fashion and apparel shopping orientation and self-concept on consumers' perceived importance of personal sales assistance; 3) the existence of significant relationships between consumers' perceived importance of personal sales assistance and their in-store and non-store patronage behavioral intention; and 4) the direct effect of consumers' fashion and apparel shopping orientation and self-concept on their in-store and non-store patronage behavioral intention. A nomological model that illustrated possible relationships between the variables was proposed based on literature. The population of interest was college-aged consumers. Data were collected from a convenience sample of 217 college students who were enrolled in a Midwest university using a self-administered questionnaire. Exploratory factor analyses were employed to test the dimensionality of the scales.