베이커리 카페 고객의 감성적 소비가치가 소비혁신성, 신제품 수용도 및 재방문의도에 미치는 영향 = The Effects of Emotional Consumption Value on Consumer Innovativeness, New Product Acceptance, and Revisit Intention in Bakery Cafés

다국어 초록 (Multilingual Abstract)

Objective:This study aims to analyze the structural influence of emotional consumption value on consumer innovativeness, new product acceptance, and revisit intention among bakery café customers. Methods:This study conducted an online survey from March 20 to April 10, 2025, and a total of 251 responses were used to perform confirmatory factor analysis, discriminant validity testing, and covariance structure analysis. Results:Pleasure hedonic value had a significant positive effect on consumer innovativeness, while aesthetics, symbolism, and convenience did not show significant effects. In contrast, aesthetics, symbolism, and convenience had significant positive effects on new product acceptance, while pleasure did not have a significant effect. Implications:These findings suggest that strategies for enhancing emotional satisfaction and convenience are essential to encourage emotional consumers accept the new products and revisit. In particular, the fact that hedonic pleasure and convenience significantly influenced revisit intention implies that “enjoyable and convenient experiences” are crucial factors contributing to brand loyalty.