In these days, mobile marketing actually acts as an efficient modern mean of delivering promotion messages by smartphone via text message, MMS, social networks, games, and shopping applications, etc. The study is pursued in examining the relationship among the drives effecting attitude of customers towards mobile marketing communication based on Technology Acceptance Model (TAM) in a sample of Can Tho City. By employing the kind of exploration research, the study applied Exploratory Factors Analysis (EFA) and regression analysis method of shaping the antecedent of customers’ attitude on mobile marketing. The outcome reveals attitude is influenced significantly positively by perceived usefulness, perceived enjoyment whereas irritation affects negatively on customers’ attitude in the direction of modern means of marketing. Also, the study discovers no relationship demographic factors and attitude. Moreover, the finding also gives a valuable opportunity for marketers in developing and designing the appropriate mobile marketing campaigns. The study further suggests for researching in a target respondent group of age and a specific type of mobile marketing form and enlarging to other regions to examine the change of impacts on mobile marketing