Mobile advertising employs mobile devices such as cell phones and PDAs to transmit advertising information to users. The chief difference between mobile advertising and traditional advertising is that mobile advertising must employ wireless networks and mobile devices; as a consequence, apart from advertisement content, the factors affecting attitude towards mobile advertising may also include consumers' mobile technology use self-efficacy.This study develops and validates a mobile selfefficacy construct assessment method, and also explores the effect of user mobile self-efficacy on attitude towards mobile advertising. The results indicate that mobile self-efficacy has very high construct reliability, convergent validity and discriminant validity, and has a significant influence on attitude towards mobile advertising.

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