Abstract
This study examines factors influencing consumers' acceptance of mobile marketing across three influential markets, namely U.S., China, and Europe. The authors develop an integrative conceptual model on consumers' 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 consumers' attitude andmobilemarketing 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, andmobile marketing activity. Research andmanagerial implications of these findings are discussed.