The purpose of this study is to shed light on the relationship between perceived value(PV), attitude toward the exhibition(ATYCSE), and behavioral intention toward the exhibition(BITYCSE) through literature review and quantitative research, focusing on <Yumi's Cells Special Exhibition (2020)> as an Instagrammable exhibition. The exhibition has strong entertainment experience quality, and taking pictures has a positive correlation with the satisfaction as well as the immersion, while sharing the viewing experience on Instagram does not influence on the ATYCSE in terms of the PV. Satisfaction also has meaningful correlations with the immersion and the detail factors of BITYCSE. In particular, it can be confirmed that the storytelling factor occupied a superiority over the exhibit factors or the exhibition environment of the Instagram-friendly exhibition, and through this, the importance of storytelling was confirmed. This research unveils implications for the influence of the interactivity and participatory features of the Instagrammable exhibition on the ATYCSE as a potential factor of PV, and the importance of storytelling in Instagrammable exhibitions.

Attitude toward the Instagrammable Exhibition, Behavioral Intention toward the Instagrammable Exhibition, Experience Quality, Perceived Value, Instagrammable Exhibition