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The purposes of the current study are to empirically investigate the significant difference between family restaurant choice attributes and personal value. the relation between family restaurant choice attributes and the power of influence of reference group, and the relation between family restaurant choice attributes and the motive for utilization of family restaurant goods and services. The main findings could be summarized as the follows : First, in the relation between the family restaurant choice attributes factors and the personal value factors, the $quot;cleanness and menu$quot; factor has significant relation with the $quot;happiness-concerned$quot; factor, and the $quot;surroundings and image$quot; factor has significant relation with the $quot;logicality-concerned$quot; factor. Second, in the relation between the family restaurant choice attributes factors and the reference group influence factors, the $quot;event$quot; factor and the $quot;cleanness and menu$quot; factor have significant relation with the $quot;comparative influence$quot; factor, and the $quot;surroundings and image$quot; factor has significant relation with the $quot;informative influence$quot; factor. Third, in the relation between the family restaurant choice attributes factors and the utilization motive factors, the $quot;cleanness and menu$quot; factor has significant relation with the $quot;convenience and time-saving-concerned$quot; factor, and the $quot;surroundings and image$quot; factor has significant relation with the $quot;foods and leisure-concerned$quot; factor.
