This study integrates innovation characteristics of the Innovation-Diffusion Theory (IDT), perceived risk, trustworthiness, and permissibility constructs to investigate what determines user intention to adopt mobile marketing. The proposed model in this study was empirically tested using data collected from a survey of mobile users. The structural equation modelling (SEM) technique was used to evaluate the causal model. The research findings suggested that relative advantage of mobile marketing is the strongest influence in building consumers’ intention decision to adopt mobile marketing. All other constructs were statistically significant in influencing behavioural intent to adopt mobile marketing. This study’s findings support Rogers’ (2003) perceived characteristics of innovation attributes that form a favourable or unfavourable attitude toward the innovation.
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