The objective of this study is to examine how the factors influence each other by determining the appropriate measurement standard in fast food restaurants based on the evaluation of attributes, perceived pricing, value, satisfaction and intention of revisit, and present an effective marketing strategy for fast food restaurants based on the analytical results by patrons and market segmentations. The study surveyed 195 subjects and processed the result using SPSS for Win. V. 12.0. For statistical analysis, Frequency, Factor Analysis, Reliability Analysis, and Regression Analysis were put into operation. As a result of the Factor Analysis of the evaluation of attributes, 3 factors have been extracted. The results showed that restaurant attribution evaluation had a positive effect on the perceived value(R쾎dj=0.357, p=0.000), satisfaction(R쾎dj=0.346, p=0.000) and intent of revisiting(R쾎dj=0.389, p=0.000); perceived pricing had a positive affect on the perceived value(R쾎dj=0.464, p=0.000), satisfaction(R쾎dj=0.113, p= 0.000) and intention of revisit(R쾎dj=0.276, p=0.000); perceived value had a positive affect on satisfaction(R쾎dj=0.327, p=0.000) and intention of revisit(R쾎dj=0.515, p=0.000); and satisfaction had a positive affect on intention of revisit(R쾎dj=0.442, p=0.000).