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\u27 emotion and purchase behavior. Moreover, to increase consumers\u27 positive emotion, the experience economy by Pine and Gilmore (1999) indicates the importance of consumers\u27 in-store experiences. Enhancing consumer experience often links to in-store design aspects. To maximize consumers\u27 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\u27 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\u27s experience. Also, it can even redound to products at stores. Hence, from the practical standpoint, implementing innovative technology features enhances customers\u27 positive attitude toward stores and products as well as the online application intention
