베트남 소비자의 베이커리카페 매장 감각체험이 행동의도에 미치는 향 : 지각된 가치의 매개효과 검증

The purpose of this study is not only to investigate the relationship among Vietnamese customer's store sensory experiences, perceived value, and behavioral intention in a bakery cafe but also to find the mediating effect of perceived value. The questionnaire survey was conducted targeting customers visiting one of two popular bakery cafes in Vietnam. A total of 300 responses were obtained and used for the analysis. The results of this study are summarized as follows. First, the sensory experiences at a bakery cafe have a positive effect on four perceived values: quality, monetary, emotional, and social values. Especially, the sensory experiences at a bakery cafe have more influence on the quality and social values. Second, customers’ perceived values have a positive effect on behavioral intention. Third, as a result of verifying the mediating role of perceived value in the relationship between the sensory experiences and the behavioral intention to the bakery cafe, the partial mediating effects of monetary and emotional values are confirmed among the four factors of perceived value. Therefore, if consumers can have diverse sensory experiences in a bakery cafe, then consumers’ perceived value can lead to more positive behavioral intentions. These results can provide meaningful implications for efficient operation and management of bakery cafes in Vietnam.