부산대학교 도서관

This study is a plan for to differentiate bakery cafes in downtown areas. In order to understand customers' preferences, the influence relationship of customer emotional response and behavioral intention was verified, focusing on the five senses of food space design. To this end, hypotheses were established and empirical analysis was conducted, and effective operation methods were suggested as implications. First, the taste, vision, hearing, touch, and smell of the bakery cafe’s food space production were adopted with a significant positive (+) effect on customer’s positive emotional responses. Second vision, hearing, touch, and smell in food space production had a positive (+) significant effect on behavioral intention, but taste was partially adopted because it did not show a significant relationship. Third, taste, vision, hearing, and touch had a mediating effect on the customer's positive emotional response between behavioral intentions, and smell was partially adopted because it had no mediating effect. Based on the results of this study, in order to basically differentiate, it is necessary to regularly check and improve inspection and education to revisit and recommend customers' positive emotions such as taste, music, atmosphere, feeling, and ventilation.