Effect of Technological Atmosphere of Fashion Store on Online Behavior Intention: Focusing on AIDMSAS Model

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Kim, Ha Youn; Cha, Sun Young; Jung, Yeo Jin; Kim, Tae Yeon; Lee, Yuri
Fashion Business; Fashion Design
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Since the 1960s in-store atmospheric stimuli (e.g. color, music, and scent) have been investigated in the fashion retailing literature by reason of the great influence on consumers' emotion and purchase behavior. Moreover, to increase consumers' positive emotion, the experience economy by Pine and Gilmore (1999) indicates the importance of consumers' in-store experiences. Enhancing consumer experience often links to in-store design aspects. To maximize consumers' experience, various retailers try to adopt technology such as digital display, touch screen, augmented reality space and 3D virtual model in an offline store. Entering the era of omni-channel as seamless integrated channel from multi-channel retail environment, this study is considerably significant in that in-store experience affect customers' online behavior. Technology has steadily and rapidly developed, and the use of technology in fashion retail will likely continue to spread. However, there are only few studies on the effect of technological atmosphere of a store on consumer behavior. This study, therefore, aims to identify the influence of technological atmospheric fashion store on consumer behavior including online behavior intention and purchase intention. This research demonstrates the pivotal role of in-store technology application in that purchase enhancement or an effect of e-word-of-mouth by sharing one's experience. Also, it can even redound to products at stores. Hence, from the practical standpoint, implementing innovative technology features enhances customers' positive attitude toward stores and products as well as the online application intention.