The purpose of this study is to examine if undergraduates’ consumption value influences their attributes for selecting a family restaurant and also how this correlation is influenced by their affection towards their community. To attain the goal, the researcher selected undergraduates from Gwangju where local brand family restaurants competed with major company brand family restaurants and conducted a survey from May 27th till June 21st, 2013, and total 333 sheets were used for final analysis. And the data collected went through Frequency Analysis, Factor Analysis, Multiple Regression Analysis, and Hierarchical Regression Analysis by using SPSS 17.0 for Windows. According to the findings of the analysis, among the factors of consumption value, situational value, functional value, epistemic value, and emotional value influence all the selection attributes of family restaurants, user convenience, service, and food and menu, and only social value influences food and menu. The regulating effect of affection towards their community was shown only between consumption value and user convenience, and consumption value and food and menu. This implies that when choosing a family restaurant, undergraduates tend to consider local brands that are present in the place they live in; therefore, it will be needed to build marketing strategies properly for local brand family restaurants.