The purpose of this study is to identify the optional attributes of consumers using bakery products on SNS and to empirically study the factors that affect their satisfaction and recommendation intentions after purchase. To this end, the concept of each variable was analyzed and understood to find out what the variables were structurally related through a prior study and collected survey data to analyze the facts. For empirical analysis, a total of 321 questionnaires were collected from July 01 to August 15, 2019 by conducting a self-reporting method survey of men and women in their teens and 60s on tourists and Gangneung citizens who had collected and purchased information on bakery products through SNS information. The empirical analysis of the data collected in the survey used the statistical program of SPSS 21.0. The results of the study are summarized as follows. First, the attractiveness, accuracy and uniqueness among the properties of selecting bakery products on SNS were found to have a positive relationship to the satisfaction of purchasing products. Second, the satisfaction level after purchasing bakery products on SNS was found to have a positive influence on the recommendation intention. The results of this study show that the properties of selecting bakery products on SNS represent the defining influence of both satisfaction and recommendation intentions after purchase. Therefore, bakery companies should use SNS as an effective marketing tool, leading to a virtuous cycle of delivering accurate, attractive and unique information to consumers and increasing satisfaction, thereby re-delivering product information on their own.