earticle

영어

This study aimed to not only investigate how the dessert cafes, which are growing rapidly in various forms, have provided benefits from the perspective of customers but how those benefits have affected use behaviors of custoers a study to identify how the level of dessert involvement causes a discriminatory impact between the relational benefit. The survey was carried out for those who have visited dessert cafes mainly in the area of Seoul and 313 valid copies of the questionnaire were used for data analysis of this study. The findings indicate that among the relational benefits of dessert cafes, economic benefits, psychological benefits, and customerization benefits had a positive effect on use behaviors, while social benefits had a negative effect on use behaviors. Additionally, the dessert involvement plays a role of moderator in the relationship between the relationship benefits and use behaviors of the dessert cafe. This study data an be used as important materials in positioning strategy through advertisement and marketing by dessert cafe organizing adequate guidelines with regard to certain specific markets and establishing corresponding systems after taking into account not only dessert items but also the various relational benefits and situational variable.