Consumers un-tethered: A three-market empirical study of consumersʹ mobile marketing acceptance

This study examines factors influencing consumersʹ acceptance of mobile marketing across three influential markets, namely U.S., China, and Europe. The authors develop an integrative conceptual model on consumersʹ attitudes and behaviors toward mobile marketing. The authors incorporate three individual-level characteristics, namely personal attachment, innovativeness, and risk avoidance and investigate how permission-based acceptance influences the relationship between consumersʹ attitude and mobile marketing activity. Focusing on Generation Y consumers, the model is empirically tested with data from U.S., China, and Europe. The findings illustrate several cross-market differences and similarities regarding the relationships between individual-level characteristics, attitude, and mobile marketing activity. Research and managerial implications of these findings are discussed.