베이커리 카페의 서비스스케이프가 감정가치와 장소애착에 미치는 영향 - 감정가치의 매개효과 -

Abstract

This study examines the effects of bakery cafe servicescape on customers' emotional value and place attachment from two theoretical perspectives: experience economic theory and environmental psychology, especially place psychology. From this point of view, bakery cafes are understood not as just commercial spaces, but as cultural consumption environments that provide immersive and aesthetically satisfactory experiences. In order to empirically examine this relationship, we conducted a structured survey of 350 consumers over the age of 20 who recently visited a bakery cafe in Gwangju. The data were analyzed through confirmatory factor analysis and structural equation modeling to verify the measurement model and verify the hypothetical relationship. As a result of the study, it was found that the physical environment, such as the layout, atmosphere, and comfort of bakery cafes, positively influenced the emotional value, thereby strengthening place attachment. These results suggest that bakery cafes play an important role in cultivating emotional immersion and spatial identity in consumers' daily lives. This study contributes to the increase in literature on consumer behavior in bakery cafes and provides practical insights to bakery cafe operators who want to increase customer satisfaction and loyalty through emotionally resonant space design.