This study provided useful data for establishing marketing strategies for bakery cafes by verifying the impact of aesthetics, symbolism, and hedonicity on emotional responses, consumption propensity, and consumption behavior as components of bakery cafe customers' emotional consumption value. The analysis results are as follows. First, aesthetics, symbolism, and pleasure, which are constitutive concepts of bakery cafe customers, were found to have a significant impact on emotional responses. Second, aesthetics and symbolism were found to have a significant effect on the propensity to consume, but hedonicity was found to have no significant effect on the propensity to consume. Third, symbolism and hedonicity were found to have a significant influence on consumption behavior, but aesthetics was found to have no significant influence on consumption behavior. Fourth, emotional response and consumption propensity were found to have a significant impact on consumption behavior.
However, emotional reactions were found to have no significant effect on consumption propensity. Therefore, based on these analysis results, useful implications for bakery cafes were presented.