An Empirical Research on Factors Affecting Mobile User’s Attitude towards Mobile Marketing in India

India is having a high growth rate of Mobile subscriberswhich has opened up a new marketing channel ofcommunication with customers. There is a need to studythe factors affecting Mobile user’s attitude towards Mobilemarketing and the relationship between these factors. Tostudy the mobile users attitude towards mobile marketing489 mobile users opinion is taken on 12 statements for aperiod of 5 months. Using factor analysis method these 12statements are grouped into 5 groups they are Mobile advertisement,Mobile Usability, Mobile Promotions, Mobilesshopping and Mobile Marketing. Confirmatory FactorAnalysis (CFA) was performed to confirm the findings. SPSS Statistics 17.0 is used to conduct factor analysis andthe validity of the model. Once the model was validated,SPSS Amos 18.0 was used to fit a model based on StructureEquation Model to analyze the factors affecting Mobileuser’s attitude and the relationship between these factors. The present study revealed that Mobile Advertisement andMobile Sales Promotion are having positive effect onMobile Marketing where as Mobile Shopping and MobilePhone Usability is having negative effect on MobileMarketing. The impact of indicators like Mobile Phoneuser’s permission and personalization of Mobile Phonecommunication on Mobile Marketing are also discussed inthis article.