This study attempted to identify the crucial characteristics of Korean consumers’ seafood purchasing behavior by using an extended Mehrabian–Russell model. To construct a new analytical framework, the present research proposed a comprehensive research model to incorporate the quality–satisfaction–loyalty model components into the traditional Mehrabian–Russell model. A web-based survey asking consumers about their farmed Atlantic salmon purchasing experiences was conducted, resulting in 255 samples (25.5% response rate). Structural equation modeling was applied to examine hypothesized relationships among major constructs of the extended Mehrabian–Russell model. Results showed that product quality is the most influential factor to affect satisfaction, followed by service quality and facility. However, personal interaction did not affect consumers’ satisfaction statistically.