Abstract: Taking mobile Internet proactive recommendation services as the research subject, influencing factors that cause users’ psychological resistance to recommendation services in mobile Internet marketing is explored According to the situation of the services and psychological resistance theory, a theoretical model about factors which would affect users’ psychological resistance and acceptance intention to mobile Internet proactive recommendation services is constructed 264 valid questionnaires are collected based on context experiment; the model is tested by structural equation model The result reveals that users’ acceptance intention to mobile Internet proactive recommendation services has negative correlation with their psychological resistance emotion, and the later is influenced by information factor, context factor and acceptor factor The study provides some references for enterprises in reasonably designing mobile Internet active recommendation system, reducing the mobile marketing costs, and improving consumer acceptance

Key words: mobile Internet, proactive recommendation services, psychological resistance, compulsive feeling, manipulative intention, consumer