What affect the acceptance of mobile marketing?

Mobile marketing is said accurate and can be executed anywhere and anytime. It could provide accurate and useful information to consumer. But consumers did not show enough enthusiasm in reality. What blocks the acceptance of mobile marketing? The authors develop a framework that links user innovativeness character and service provider brand with the acceptance of mobile marketing. The present structural equation model encompasses these relationships on the basis of a survey of 226 mobile consumers. Empirical analysis shows that consumer innovativeness characters will affect their knowledge about mobile marketing, thus, increase the acceptance of mobile marketing. While the brand of service provider can help decrease perceived uncertainty. These findings imply that service provider should aim innovative consumers and use brand to provide enough guarantee.