The study investigates the drivers of acceptance of customers living in Can tho city in direction of mobile marketing communication based on Technology Acceptance Model (TAM) and Theory of Reasoned Action (TRA). Mobile marketing refers delivering promotion messages by smart phone via text message, MMS, social networks, games, and shopping applications… The study aims (1) to identify the factors influencing the attitudes of customers toward mobile marketing, (2) to explore the antecedents drive customers’ acceptance. By adopting quantitative research, the study applies Confirmation Factors Analysis (CFA), Structural Equation Model (SEM) and bootstrapping method by roster in figuring out the drivers of acceptance toward mobile marketing. The outcome reveals attitude has a significant impact on consumers’ intension and continually intension affect acceptance of mobile marketing. While enjoyment and utility are explored as the major consideration by consumers, the study finds no relationship between irritation and attitude. In addition, the finding also gives valuable chance for mobile service providers in developing and designing the suitable mobile marketing program. The study further suggests for researching in one certain type of mobile marketing platform and enlarging to other regions to examine the change of impacts on mobile marketing acceptance.