This study is a study on the effect of perceived value on purchase behavior according to the functional product attributes of bakery specialty stores. From June 1st to June 30th, 2022, 275 copies (92 %) of the questionnaire was finally used for empirical analysis. Hypothesis verification was conducted using the program of SPSS 21.0. First, it was found that the functional product attributes of bakery specialty stores had a partially significant effect on the perceived value. Second, it was found that functional product attributes of bakery specialty stores had a partially significant effect on purchase behavior. Third, perceived value was found to have a significant effect on purchase behavior. Therefore, if product development is continued with an emphasis on the development of functional products with healthiness, quality, originality, and diversity, it gives consumers a sense of value and satisfaction and increases their desire to purchase, suggesting that purchasing behavior is achieved.