The purpose of this study was to propose and test a quality–value–attitude model by examining the antecedents and relationships among these three constructs at the Shanghai Expo 2010. The results of the structural equation modeling revealed that controllable service quality characteristics, such as program content, staff, and convenience, significantly affected both visitors’ emotional and economic values that, in turn, influenced visitors’ attitude. The findings of the study render important conceptual insights for understanding mega-event attendees’ perceptions and provide practical implications for the event organizers and planners.