디저트 카페의 SNS 특성이 소비자 태도에 미치는 영향: 미디어 인게이지먼트의 매개효과를 중심으로

The purpose of this study was to examine the influence of the SNS characteristics of dessert cafes on consumer attitudes based on previous studies, and to verify the mediating effect between the SNS characteristics and consumer attitudes of media engagement by using empirical analysis. The analysis results are summarized as follows. First, it was found that information provision and playfulness had a significant effect on consumer attitudes. Second, among the SNS characteristics of dessert cafes, playfulness was found to have a significant effect on media engagement. Next, among the SNS characteristics of dessert cafes, playfulness was found to have a significant effect on consumer attitudes. Finally, it was found that media engagement had a significant effect on consumer attitudes. Therefore, among the SNS characteristics of dessert cafes, media engagement between playfulness and consumer attitudes can be seen as having a mediating effect. The results of this study can form a strategic foundation for increasing loyalty by increasing revisit intention by significantly influencing the SNS characteristics of dessert cafes on consumer attitudes.