Despite COVID-19 pandemic, the fine-dining market in Korea has been highly increasing. The last three years have seen dramatic growth of luxury market as well. The revenge spending by pandemic fatigue leads seeking high quality food & wine. In 2022, 11 restaurants earned extra stars by Michelin Guide Seoul after the first publication of 2017. Although the public interest on fine dining has been rapidly increased, there are still limited number of research in this field. The main purpose of this study was to examine the mediating roles of innovative image and perceived value among selection attributes, satisfaction, and behavior intention. Structural equation model was performed to test hypotheses and the mediating roles of the innovative image and perceived value. Result revealed that the innovative image and perceived value were significantly performing the mediating roles among other variables. First, innovative image completely mediated between physical evidence, quality of wine and perceived value. And innovative image partially mediated between quality of food, price fairness and perceived value. Lastly, perceived value completely mediated between innovative image and customer satisfaction. This study enables restaurant marketers and researchers to better understand how customers sense the innovative image of fine dining restaurant.