A Study on Effects of Extrinsic Clues to Convenience Store Bakery on Attitudes and Purchase Intentions

Objective : The purpose of this study is to elucidate the relationship between extrinsic cues of convenience store bakeries and attitudes and purchase intentions. Method : This study conducted a survey targeting customers who have purchased bakery products from convenience stores. A total of 400 questionnaires were distributed from August 1 to August 31, 2024. 267 questionnaires were collected and 50 of them were excluded due to unusable data. As a result, 217 questionnaires were used for hypothesis testing. Then, this study conducted a statistical analysis using SPSS 18.0, and tested the hypothesis through frequency analysis, exploratory factor analysis, and regression analysis. Results : In the case of Hypothesis 1, extrinsic cues had a positive effect on attitudes. In the case of Hypothesis 2, attitudes had a positive effect on purchase intentions. In the case of Hypothesis 3, extrinsic cues had a positive effect on purchase intentions. Implications : The results of this study emphasize the importance of extrinsic cues in establishing successful marketing strategies in the convenience store bakery market, providing implications for effectively enhancing consumer attitudes and purchase intentions.