This study investigated the effect of free admission policies for exhibitions on visitors' intention to visit, and whether exhibition expectations and physical accessibility to museums exert differential influences on visiting intention between paid and free admission conditions. For this purpose, 187 university students in Seoul were divided into four groups, and survey responses were collected across four conditions describing free/paid exhibitions and easy/difficult accessibility. First, an analysis of the effect of free admission across all respondents revealed that free admission does not affect visiting intention. This result provides supporting evidence for prior studies finding no change in visitor numbers due to free admission (O'Hare, 1975; O'Hagan, 1995; Luksetich & Partridge, 1997; Lampi & Orth, 2009). Additionally, when analyzing the factors influencing visiting intention separately for free and paid admission groups, both exhibition expectations and accessibility had a positive (+) effect on visiting intention in the paid admission group, whereas neither variable showed a significant effect in the free admission group. In other words, the influence of exhibition expectations on visiting intention was found to operate differentially between paid and free admission conditions. In conclusion, this study confirmed that the domain effect explained by prospect theory in behavioral economics (Kahneman & Tversky, 1979; Chandran & Morwitz, 2006) also applies to visitors' exhibition attendance decision-making, which was divided into paid admission and free admission domains.