Dessert based on the verification results of service convenience, in-store marketing, in-store service, and product quality, emotional response, perceived usefulness, and behavioral intention as a dependent factor, as a constituent concept of the Instagram service characteristics of dessert cafe in this study. A useful implication for cafe Instagram operation was presented. During the survey period, from June 20 to July 10, 2022, a total of 400 questionnaires were distributed and 329 copies were collected. Factor analysis, reliability, and central validity were tested using SPSS 23.0 and AMOS 23.0 for 293 copies of questionnaire excluding 36 copies that were not suitable for analysis, and covariance structure analysis was performed to verify the proposed research hypothesis. Based on the verification results, the conclusions and implications of the study were presented. First, service convenience, in-store marketing, product quality, and in-store service were found to have a significant effect on emotional response. Second, service convenience, in-store marketing, and product quality were found to have a significant effect on perceived usefulness, but in-store service did not have a significant effect on perceived usefulness. Third, in-store marketing and product quality were found to have a significant effect on behavioral intention. However, it was found that service convenience and in-store service did not have a significant effect on behavior intention. Fourth, emotional response was analyzed to have a significant effect on perceived usefulness. Fifth, emotional response was found to have a significant effect on behavioral intention. Sixth, perceived usefulness was found to have a significant effect on behavioral intention. Therefore, useful implications for dessert cafes were presented based on the verification results.