The Effect of SNS Characteristics of Bakery Cafe on Consumer Attitudes: Focused on the Moderating Effect of Conformity

The aim of this study is to examine the relationship between the SNS characteristics of bakery cafés and consumer attitudes among individuals with prior bakery café experience, and to identify the moderating effect of conformity on this relationship. The survey for this study was conducted from September 15 to September 28, 2025, targeting consumers who had used bakery cafés through SNS, mainly in the Seoul, Incheon, and Suwon areas. A total of 220 valid responses were used for the empirical analysis, and hypothesis testing was conducted using the SPSS 24.0 statistical software package. The analysis results are as follows. First, among the SNS characteristics of bakery cafés, only interactivity was found to have a significant effect on consumer attitudes, while favorability and vividness did not have any significant influence. Second, conformity was found to have a moderating effect on the relationship between the favorability of bakery café SNS and consumer attitudes, as well as on the relationship between vividness and consumer attitudes. The findings of this study aim to provide fundamental data for establishing effective SNS marketing strategies by identifying the key SNS characteristics of bakery cafés. In addition, by understanding conformity as one of the consumer characteristics, this study seeks to suggest effective marketing strategies that can meet the needs of bakery café consumers.