Abstract: Mobile advertising refers to advertising forms that send advertisements to mobile devices such as mobile phones and tablets through wireless communication networks to achieve promotional effects. Marketers can provide consumers with a variety of information services through mobile advertising. With the rapid spread of mobile Internet, the number of mobile advertising has grown exponentially in various countries. The content characteristics of mobile advertising is a core part of the field of mobile advertising research. The research on the relationship between the content characteristics of advertisements and consumers' attitudes towards mobile advertising is highly favored, but the research results are quite different. The content characteristics of mobile advertising include four dimensions containing credibility, entertainment, information and irritation. This paper uses the meta-analysis method to explore the impact of the content characteristics of mobile advertising on consumer attitudes based on 60 independent empirical research samples from 2004 to 2019 and explore the boundary conditions of the impact. The results of meta-analytical structural equation model show that the information and entertainment of mobile advertising has a significant positive impact on consumer attitudes, credibility has a significantly weaker positive impact, and the irritation has a significantly weaker negative impact. In addition, we found that the relationship between the content characteristics of mobile ads and consumer attitudes is influenced by the type of advertising, measurement methods and national culture. Specifically, regarding the type of advertising, SMS (short message service) advertising and LBA (location-based mobile advertising) will enhance consumer perception of irritation of advertising compared to overall mobile advertising, and LBA will also increase consumer perception ofcredibility of advertising. Regarding the measurement of consumer attitudes, the study found that, compared with the attitude towards overall mobile advertising, when consumers' attitudes towards mobile advertising focus on the value brought by advertisements, the negative impact of distracting advertising content is reduced. Regarding national culture, compared with low uncertainty avoidance, consumers in high uncertainty avoidance culture pay more attention to the credibility of mobile advertising; Masculinity has a significant "U" shape adjustment to the relationship between entertainment and irritation of mobile advertising and consumer attitudes, and it has a significant "U" shape adjustment effect on the relationship between the information of mobile advertising and consumer attitudes. In addition, this study also found that the time have no significant moderating effect on the relationship between mobile advertising content characteristics and consumer attitudes.

Key words: mobile advertising, content characteristics, attitude, structural equation model, meta-analysis