Abstract
Objective : The purpose of this study is to investigate the relationship between the perceived value and word of mouth intention of a new bakery menu using local specialties. Methods : A survey was conducted on customers who have purchased bakery menu made of local specialties. The survey was conducted by distributing 400 copies from August 1 to August 29, 2024. The collected data went through to frequency analysis and exploratory factor analysis of the SPSS 27.0 program. This study also conducted linear regression analysis to verify the hypothesis. Results : In the case of Hypothesis 1, the new menu had a positive effect on the perceived value. In the case of Hypothesis 2, the perceived value had a positive effect on the word of mouth intention. In the case of Hypothesis 3, the new menu had a positive effect on the word of mouth intention. Implications : The results of this study provide implications for understanding the value provided to consumers by new bakery menus using local specialties and establishing effective marketing strategies based on this example.
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