Abstract
Mobile platforms are increasingly important outlets for marketing communications. Previous work has examined the impact of individual-level characteristics such as attachment, privacy concern, permission and risk avoidance on mobile marketing acceptance in cross-cultural settings. Recent work calls for research to identify the cultural influences that account for market differences. The current work explores the influence of cultural values, measured at the individual level, on two dominant markets, the US and China. Findings indicate uncertainty avoidance and long-term orientation are important antecedents to mobile marketing acceptance. We further clarify the role of individual-level characteristics and find risk avoidance and permission to significantly impact attitudes toward mobile marketing in both markets.
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