Research on Consumers' Attitudes and Acceptance Intentions toward Mobile Marketing

This study built an effect mechanism model on consumers' attitude and intention of mobile marketing, which had an empirical study on the model using customer investigation data of China for the research object. It assumes that perceived usefulness, perceived credibility, and subjective norms positively influence attitude and willingness, while perceived interference negatively influence attitude. Attitude positively influences intention is another assumption. A path analysis is used to examine the model and hypotheses. In the final results, perceived usefulness, perceived credibility and subjective norms positively influence attitude while perceived interference negatively influence attitude. At the same time, consumer attitude significantly influence consumer behavioral intention. Some feasible suggestions for enterprises to develop mobile marketing have been made.