This study sheds light on the Instagrammable features and viewing experiences of <Accidentally Wes Anderson (AWA)>. A research model and hypotheses are formulated using variables including Experience Quality (EQ), Perceived Value (PV), Attitude toward AWA (ATAWA) and Behavioral Intention toward AWA (BITAWA). Although AWA has strong the Instagrammable features in terms of PV, it provides aesthetic or healing experience rather than a pleasure. PV has a significant correlation with DOS and DOI, but it does not influence on BITAWA. In addition, DOS has a positive impact on the increase in DOI, length of viewing time and intention to upload and share photos on Instagram.

Instagrammable exhibition, Perceived Value(PV), Experience Quality(EQ), Degree of Satisfaction(DOS), Degree of Immersion(DOI), Behavioral Intentions toward AWA(BITAWA)