Research Purpose: Shoppable posts which not only deliver messages but allow users to complete their shopping journey have grown as an effective marketing channel. This study investigates its advertising values and the influence on responses of young consumers, applying the extended advertising value model. Research Methods: An online survey was conducted to collect data. A total of 324 Instagram users who had experienced shoppable posts responded to a self-administered questionnaire. Results in Research: Five advertising values of shoppable posts were identified: informativeness, entertainment, irritation, personalization, and convenience. Three values, except irritation, influenced relevance and credibility, which were critical antecedents of purchase and sharing intentions. Research Conclusion: The findings provide theoretical evidence that a shoppable post plays a role of a new marketing channel and suggests that marketers devise more effective strategies to strengthen entertainment and personalization values of shoppable posts.