With the development of mobile technology, mobile advertising has become popular worldwide. It seems that almost every user who owns a mobile device receives mobile advertisements from various service providers. However, most consumers hold negative attitudes towards mobile advertising. This research aims to investigate the factors which influence consumers’ adoption of mobile advertising. Based on a literature review from previous research, a research model is proposed. This research model is empirically evaluated using survey data collected from 302 receivers of mobile advertising in China. Consumers’ attitudes toward mobile advertising and incentives explain about 80 percent of consumers’ intention to receive mobile advertisements. In addition, entertainment, credibility, personalization and irritation all have direct effects on consumers’ attitudes toward mobile advertising; the effect of entertainment is quite strong. Both theoretical and practical implications of this research are discussed.
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