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The main purpose of this research was to reveal the effect of selection attributes and innovative restaurant image on perceived value, satisfaction, and behavior intention. This study laid the foundation of the clear concept of fine-dining restaurant in Korea and derived the variables of innovativeness and wine quality as key constructs. A total of 657 samples were collected from experienced customers who visited fine-dining restaurants in Seoul within 3 months. SEM analysis was conducted to test hypotheses. The result indicates that Price Fairness and Food Quality are key variables which needed to be considered more to induce customer satisfaction and revisit intention by providing strategical implications to make fine-dining restaurant as a sustainable business model.