Recent developments in information and communication technologies (ICT) can be applied in stores, and the number of fashion stores that have introduced and utilized ICT are increasing. By applying a literature review and empirical research, the types of ICT service factors of fashion stores were identified and categorized. The effect of their importance on consumer behavioral intentions was analyzed. Next, using factor analysis on the ICT service factors, five factors were identified and named as follows: smart space services, smart payment services, virtual image services, product information services, and smart access services. The importance of these factors was then analyzed. The importance of each factor and detailed questions was rated above average. After examining the effect of ICT service on behavior intention, issues such as purchase intention, revisit intention, and word of mouth intention were found to have significant influence. This study is meaningful in that it derives the importance factors of ICT services that can be used in fashion stores in a situation where retail techniques become important and expand, and provides marketing strategies related to consumer behavior according to detailed factors. With retail tech becoming more important and expanding, it is necessary to provide various services that consumers value by utilizing ICT in fashion stores. Considering the results of this study, ICT technology and services of various fashion stores can be effectively utilized and retail tech utilization performance can be improved.

Abstract
I. Introduction
Ⅱ. Review of Literature
    1. ICT (Information and communication technology)
    2. ICT service at fashion stores
    3. Behavior intention
Ⅲ. Research Method
    1. Research question
    2. Research method
Ⅳ. Results and Discussion
    1. Types of ICT services importance in fashion stores
    2. The􀀎 ICT service importance factors in fashion stores
    3. Effect of the ICT service importance in fashion stores on behavior intention
Ⅴ. Conclusion
References

• Min-kyung Kim(장안대학교 패션디자인과) | 김민경
• Ji-hun Yu(상명대학교 의류학전공) | 유지헌 Corresponding author