Short message service (SMS) allows marketers to interact directly with target consumers at specific times and locations via their mobile phones. Using a modified technology acceptance model, this study examines factors that influence consumers' acceptance of SMS advertising. Data were collected in the U.S. and Korea to test the conceptual model and the cross-cultural validity of the measurement scales. The findings suggest that these scales are valid in the two national contexts. The usefulness construct is important to establish consumers' favorable attitudes toward acceptance of SMS ads in both countries. Young Korean consumers' attitudes toward SMS ads are more positive than their American counterparts. Although social influence has no effect on Korean consumers' attitudes toward acceptance, it does show a positive relationship with American consumers' attitudes. This study reveals that consumers' acceptance of SMS ads does differ in the two culturally distinctive countries.
