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A two-stage approach is employed in order to examine the influencing factors of consumer behaviors in the context of mobile advertising. The first 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 relationship between consumer intentions for receiving advertisements on their cellular phones and their subsequent actions once the mobile advertising was received. Adoi:10.4018/irmj.2006100103 fatcat:aid5qd7ym5b7jpfa4oq2254pwy