The purpose of this study is to provide basic data and theoretical foundation needed for the development of fast-growing convenience store desserts by conducting an empirical analysis with 326 valid responses on the relationship between choice attributes of desserts and purchasing attitude, which, in turn, influence consumers satisfaction and repurchase intention. As a result, the choice attributes of desserts, including menu quality, price and decision-making convenience significantly influenced on purchasing attitude, while package design and access convenience did not. In addition, consumers purchasing attitude toward convenience store desserts influenced customer satisfaction and repurchase intention significantly, and their satisfaction influenced repurchase intention significantly. Therefore, this study suggests marketing implication that consumers are highly likely to repurchase convenience store desserts, if their purchasing attitude is positively strengthened with influential choice attributes of desserts.