An adhesive transfer device can reliably transfer by simple operation an adhesive onto a transfer target surface by either of spot-like transfer and linear transfer that are alternately selected. The adhesive transfer device has a supply reel (20) around which a transfer tape (1) having a backing material (2) provided with an adhesive (3) on one surface thereof is wound, a take-up reel (30) for taking up the transfer tape, and a transfer head (40) for transferring the adhesive onto the transfer target surface. The transfer head is pivotally supported at one end thereof and includes a first transfer section (45a) formed at a free end portion thereof and having a circular arc-shaped contact surface for mutual contact with the transfer target surface, a second transfer section (45b) having aflat transfer surface (45c) between the first transfer section and a pivot portion of the transfer head, and a spring member (46) for urging the free end portion of the transfer head toward the transfer target surface. Pressing the second transfer section onto the transfer target surface against the resilience of the spring member performs spot-like transfer of the adhesive onto the transfer target surface. Linear transfer of the adhesive onto the transfer target surface is performed by moving the first transfer section with the first transfer section pressed to the transfer target surface bythe resilience of the spring member.