Consumers Un-Tethered: A Multi-Market Study of Mobile Marketing Acceptance

The study examines factors influencing consumers' acceptance of un-tethered, or mobile, marketing across three influential markets. Considering the highly personal and private nature of the mobile device, we draw upon the technology acceptance theory and incorporate three individual-level characteristics, namely attachment, innovativeness, and risk avoidance, as antecedents to attitudes toward mobile marketing. We also investigate how permission-based acceptance influences the link between consumers attitude and participation in mobile marketing activities. Focusing on Generation Y consumers, we empirically test the model using data from US, China and Europe.