브런치카페 메뉴선택속성이 관계지속에 미치는 영향 - 지각된 가치의 매개효과를 중심으로 -

Abstract

This study investigates the influence of brunch café menu selection attributes on consumers’ relationship continuation intention, focusing on the mediating role of perceived value. Drawing upon previous research, four key attributes—quality, price, safety, and healthiness—were identified as determinants of consumer decision-making. A survey was conducted using convenience and snowball sampling methods with 171 valid responses from individuals who had visited a brunch café at least twice within the past six months. Data were analyzed using SPSS 20.0 and AMOS 20.0 through reliability tests, confirmatory factor analysis, correlation analysis, and structural equation modeling. The results reveal that price and healthiness positively affect perceived value, while safety and healthiness directly enhance relationship continuation intention. Furthermore, perceived value exerts a significant positive influence on relationship continuation intention, fully mediating the effect of price. These findings suggest that brunch cafés should emphasize fair pricing, nutritional balance, and food safety to strengthen long-term customer relationships. Academically, the study extends the value–attitude–behavior framework to the brunch café context, while practically offering insights into sustainable menu strategy and customer retention.