1853 Chapter 7.2 An Empirical Examination of Customer Perceptions of Mobile Advertising Su-Fang Lee Overseas Chinese Institute of Technology, Taiwan Yuan-Cheng Tsai Da-Yeh University, Taiwan Wen-Jang (Kenny) Jih Middle Tennessee State University, USA Copyright © 2008, IGI Global, distributing in print or electronic forms without written permission of IGI Global is prohibited. ABSTRACT A two-stage approach is employed in order to examine the infuencing factors of consumer be- haviors in the context of mobile advertising. The frst stage of the study evaluates the correlation relationship of consumer motives for receiving mobile advertising and their attitudes toward mobile advertising. It also investigates the relation- ship between consumer intentions for receiving advertisements on their cellular phones and their subsequent actions once the mobile advertising was received. A negative sentiment was revealed by cellular phone users toward mobile advertising, a signal that current practices of mobile advertis- ing are ineffective and require a careful reevalu- ation on the part of mobile commerce frms. The second stage of the research validates a Fishbein and Ajzen’s Theory of Reasoned Action model. It is found that positive actions on the received advertisements are signifcantly infuenced by strong intentions; strong intentions are infuenced signifcantly by favorable attitudes, and favorable attitudes are infuenced signifcantly by strong motives. Implications for e-commerce application developers and marketers are discussed. INTRODUCTION The convergence of the Internet and wireless communications has led to the development of