The appearance of smart phone creates new opportunities for mobile advertising. The new forms of mobile advertising have decreased the users¡¦ negative impression of short message service. What are the features of the new mobile advertisement? Why the users willing to spend more time on reading the advertisements? How to create a mobile advertisement with advertising effect? In this research we attempts to find out the factors affecting the consumers¡¦ attitude toward mobile advertising, and the relationship between the attitude toward mobile advertising and advertising effect. We also try to observe the impact of the mediator, the method of opening a page on internet, on mobile advertising. There are four main results: 1. Entertainment, informativeness, and operation are the most important factors affecting consumers¡¦ positive attitude toward mobile advertising. 2. Informativeness¡Birritation and credibility are the most important factors affecting consumers¡¦ negative attitudes toward mobile advertising. 3. The attitude toward mobile advertising has a significant impact on advertising effect. 4. The moderating effect of the method of opening a page on internet between the relationship of the attitude toward mobile advertising and advertising effect is significant.