해안가 베이커리카페의 서비스스케이프가 행동의도에 미치는 영향

Effect of Seaside Bakery Cafe on Behavioral Intention: Customer Emotion as a Moderating Effect

This study was conducted based on empirical analysis in order to utilize the unlimited competitiveness and natural environment of the coast, a tourism resource, as a servicescape, and to confirm the effect of emotion. Results Hypothesis 1, 2, and 3 were adopted in the effect of bakery cafe servicescape on customer emotion and behavioral intention. Hypothesis 4 A partial mediating effect was found: ‘Customer emotion will have a mediating effect on the influence relationship on behavioral intentions in the bakery cafe servicescape’. As a result of this research, it was found that the existing city-style standardized and systematized system has different characteristics from the bakery cafe where the image is fixed. In particular, it was important to support the grafting of local foods and continuous SNS, Instagram, and YouTube activities. It is expected that sales will increase and marketing effectiveness will be enhanced if emotions before and after the visit are effectively adjusted by striving for popularity such as maintaining an attractive and clean image.