With smart phones being deployed widely, interactive in-store Mobile Shopping Assistant (MSA) systems can be considered as an effective way for assisting in-store shopping and can become potentially the pervasive personalized services that both consumers and merchant can trust. However, few studies have focused on investigating the adoption of in-store MSA. Therefore, this study examined the consumers’ attitude and acceptance toward in-store MSA services under the framework of the technology acceptance model (TAM). The findings imply that attitude, perceived ease of use, perceived usefulness, environmental variables, perceived quality of the MSA system, social influence, and user satisfaction are some determinant factors. In addition, significant differences exist between female and male consumers.