The Effect of Customer's Experience Values and Place Attachment on Behavioral Intention According to Physical Environment in Bakery Cafe

Objective: The purpose of this study is to define the influence of the customer’s experience values and place attachment of bakery cafe customers depending on physical environment to behavior intention. Methods: This study used SPSS Window 21.0 statistical and AMOS 7.0 package for define hypotheses test, and related to the influence among concept formations. Then, this study conducted a path analysis to define the correlation. Results: Firstly, cleanliness had the most significant positive impact on experience value and place attachment. Secondly, entertainment, aesthetics, and covenience did not have any significant effects on experience values and place attachment. Third, place attachment had a significant positive impact o behavioral intention while experience values did not show significant impact on behavioral intention. Implications: The bakery cafes should keep the cleanliness and develop aesthetics and entertaining items rather than functional and convenient factors to promote revisit intention of customers and increase sales outcomes.