To Örebro University

With the development of mobile technology, mobile advertising has become popular worldwide. It seems that almost every user who owns a mobile device receives mobile advertisements from various service providers. However, most consumers hold negative attitude toward mobile advertising. Therefore, this research aims to investigate the factors which influence consumers' adoption of mobile advertising. Based on literature review from previous research, a research model was proposed. This research model was empirically evaluated using survey data collected from 302 receivers of mobile advertising. According to the analytical results of our study, consumers' attitude toward mobile advertising and incentives explain about 80% of consumers' intention to receive mobile advertisements. Besides, entertainment, credibility, personalization and irritation all have direct effects on consumers' toward mobile advertising, and the effect from entertainment is quite strong. Furthermore, both theoretical and practical implications of this study are discussed.