A Study on the Structural Relationship Between Menu Quality, Customer Satisfaction, and Purchase Intention in Bakery Cafés - Focusing on the Moderating Effect of Social Media Utilization -

Since the 2000s, the bakery café industry has undergone diversification and premiumization, reaching a mature phase where consumers increasingly value unique, high-quality menus. Social networking services (SNS) have become critical tools for enhancing customer interaction and engagement, reshaping marketing strategies in the sector. This study investigates the structural relationships between menu quality―measured by taste, variety, and price―customer satisfaction, and purchase intention, while examining the moderating effect of SNS utilization. Survey data were collected from 254 bakery café customers in Seoul and analyzed using SPSS 27.0 and AMOS 24.0. Results show that menu quality significantly impacts customer satisfaction, with price having the strongest influence. SNS utilization amplifies the effects of taste and price on satisfaction by fostering emotional resonance and dynamic communication. The study highlights the importance of strategic pricing, visually appealing SNS content, and innovative menu design to meet evolving consumer preferences. However, its geographical focus on Seoul limits generalizability, suggesting future research should include diverse regions and cultural contexts.