From a two-sided market perspective, this paper is aimed at proposing a conceptual model for analyzing user adoption behaviors towards mobile marketing platforms. Both the consumer side and the merchant side of the platforms are modeled based on extending classical theories with newly introduced factors reflecting cross network effects, and the two sides are integrated in the overall model which reveals the dynamic interaction between the evolution processes of the two user groups through the platform. An experimental investigation and a survey study are conducted to test the consumer side and the merchant side of the model, respectively, both using the structural equation modeling (SEM) method for statistic analysis. Results from the empirical tests demonstrate that the two-sided perspective is promising for interpreting the adoption and evolution mechanisms of mobile marketing platforms. The proposed model extends the current research theme of information systems adoption to a more comprehensive viewpoint of two-sided markets, while contributes to the literature of two-sided market theories by introducing behavioral considerations.