An empirical study on consumer intention to participate in mobile marketing in China

Mobile marketing is a kind of marketing activities through personal mobile devices. In recent years, mobile marketing is widely carried out in China. However, many enterprises which carried out mobile marketing did not achieve the desired effects. One of the reasons is that consumers? intention to participate in mobile marketing is not high. The article constructed the model of factors influencing consumers? intention to participate in mobile marketing on the basis of literature research. The conclusions showed that technology, consumer innovativeness, personalization, permission and entertainment had direct or indirect impact on intention. Therefore, if the enterprises promote the improvement of mobile technologies, focus their marketing activities on innovative consumers and improve the personalization, the level of permission and the entertainment of their mobile marketing, the intention of consumers to participate in mobile marketing would be enhanced.