The purpose of this study is to predict the behavior intentions of the exhibition visitors focused on the attributes of the exhibition joint event, which played an important role in getting good performance of exhibitions. In this paper, it was to enhance the importance and understanding of the exhibition joint event, and the effect of the exhibition joint events attributes on visitor’s perceived value and behavior intention will be explored. Consequently, three attributes of exhibition joint event were found through exploratory factor analysis, namely "communication attributes", "experience attributes" and "sales attributes". Likewise, two types ofvalue factors perceived by visitors, such as "hedonic value", and "utilitarian value" were found. The results also showed that in the causal relationship between attributes of exhibition joint event and visitors’ perceived values and behavior intention, "experience attributes" and "sales attributes" have positive effects on visitors’ perceived hedonic value, and "communication attributes", "experience attributes" and "sales attributes" have effects on visitor’s perceived utilitarian value. Second, it has revealed that the relationship between visitors’ perceived values (which includes hedonic value and utilitarian value) and behavior intention. As a result of these studies, organizers are suggested to host attractive exhibition joint events to make more effective and competitive marketing strategies through differentiation from similar exhibitions in the future.