Document Type

Article - On Campus Only

Publication Date



The purpose of this study is to examine factors influencing consumers' attitudes toward mobile marketing across two major markets-the United States and China. Drawing upon the technology acceptance model (TAM), the theory of reasoned action (TRA), and the perceived characteristics of innovations theory (PCI), we develop and test a conceptual model examining the joint influences of TAM constructs (perceived ease of use and perceived usefulness) and individual characteristics (personal attachment, innovativeness, risk avoidance, and privacy concern) and on consumer attitudes toward mobile marketing practices. Focusing on youth consumers, we empirically test the model using data collected in an established (United States) and an emerging market (China). Findings across these two markets reflect cross-market similarities and differences related to consumers' attitudes toward mobile marketing.

Recommended Citation

Gao, T., Rohm, A.J., Sultan, F. and Huang, S. (2012), Antecedents of consumer attitudes toward mobile marketing: A comparative study of youth markets in the United States and China. Thunderbird Int'l Bus Rev, 54: 211-224.