계획된 행동이론(TPB)을 적용한 베이커리 카페 선택행동 연구

A Study on Bakery Cafe Selection Behavior using Theory of Planned Behavior (TPB)

The purpose of this study was to verify the effect of attitude, subjective norm and experience of customers on visit intention and visit behavior in the situation of customers visiting bakery cafe using Theory of planned behavior(TPB). The results showed that attitude, subjective norm and experience of the bakery cafe customers had a significant positive(+) influence on visit intention and visit behavior, and visit intention had a significant positive(+) influence on visit behavior. To summarize the results of the study, attitudes, subjective norms and experience of customer were important to attract customers to bakery cafe and attract potential customers, especially attitude and experience had a large impact on visit intention and visit behavior, so they were very important to establish bakery cafe and manage it successful for continuous growth so that visitors could revisit. In addition, it was important to enhance experience of customers' bakery cafe by various techniques such as menu, service quality, service_scape and storytelling. It is necessary to establish differentiated marketing strategies in the direction of the coffee shops, bakery shops and bakery cafes because the general companies are conducting experiential marketing to enhance the brand image through various experiences to the customers.