초록 열기/닫기 버튼
The aim of this study is to investigate the effect of selection attributes (food, price, service, physical environment) on usage satisfaction and revisit intention of consumers who have used bakery café by applying the SOR theory. The survey period was from December 1 to December 15, 2022 and survey responses were collected through an online research company. A total of 300 questionnaires were used in this study, and a convenient sampling method was used. As statistical analysis for empirical analysis, demographic analysis, frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, descriptive analysis, structural equation model analysis, and cross analysis were used. The results of this study are as follows. First, food had a positive (+) effect on usage satisfaction. Second, price had a positive (+) effect on usage satisfaction. Third, service did not show a positive (+) effect on usage satisfaction. Forth, physical environment had a positive (+) effect on usage satisfaction. Fifth, usage satisfaction had a positive (+) effect on revisit intention. Sixth, in terms of age and the purpose of visiting bakery cafe, the sample of all age groups had the highest purpose of visiting for relaxation. Conclusions, implications, limitations, and future research directions are presented through the results of this study.
