A Study on the Perceived Value and Satisfaction of Consumers on Online Bakery Selection Attributes

The purpose of this study was to analyze how the motivation for selecting products sold in online bakery shopping malls affects perceived value and satisfaction through purchase. To this end, a total of 320 questionnaires were distributed from February 3 to February 21, 2025, of which 294 collected copies were used for the final analysis. The collected data were subjected to frequency analysis, validity, and reliability analysis using the SPSS 20.0 program, and correlation analysis and regression analysis were performed to confirm the relationship between major variables. As a result of the analysis, it was found that the quality and ease of use of the product had a significant effect on the functional value, and the ease of use and price information had a significant effect on the emotional value. In addition, it was confirmed that product quality, ease of use, and price information had a significant effect on consumer satisfaction, and perceived value also had a positive effect on satisfaction. This study provides theoretical and practical implications for understanding consumer behavior in the online bakery market and can be used as basic data for establishing marketing strategies for online bakery consumers in the future.