This study explored the values ​​of sharing, usefulness, up-to-dating, and interactivity, perceived value, positive emotions, and behavioral intentions, which are the lower dimensions of the information characteristics of restaurant users who use Instagram, which has been rapidly increasing in use recently Analysis is the purpose of this study. The structure equation model was employed to verify the hypotheses after confirming the discriminant validity. The analysis results and implications are as follows. First, it was found that usefulness and interaction had a significant effect on perceived value, but sharing and up-to-dating were rejected. Second, the up-to-dating and interactivity had a significant effect on positive emotions, but the sharing and usefulness were rejected. Third, usefulness had a significant effect on behavioral intention, but sharing, up-to-dating, and interactivity were rejected. Fourth, it was found that perceived value did not have a significant effect on positive emotions, and behavioral intention. Also it was found that positive emotions did not significantly affect behavioral intentions. The results provide the academic and practical implications for developing marketing strategies of restaurant’s companies via Social Media.