INVESTIGATION THE ROLE OF MOBILE USER’S GENDER ON ACCEPTANCE OF PERMISSION BASE MOBILE MARKETING ON IRANIAN MOBILE USERS AND CONSUMER RIGHTS PROTECTION GUIDELINES

Recent progression on Internet, mobile phones and also the other communication tools allow companies to gain benefit from new applications such as SMS advertisement. Despite of these commercial opportunities, development of SMS advertisements are limited by some barriers such as invasion of mobile user’s consumer rights with unsolicited sms advertising. On one hand in developed countries, there are regulations for mobile user’s privacy protection, but on the other hand, these rules do not apply in Iran. According to the previous researches in this field, mobile user’s gender has a moderator role on acceptance of permission base mobile marketing. In this paper, the literature of mobile user’s consumer rights and effective factors on permission base mobile marketing such as Institutional Trust, Personal Trust, Mobile User’s Experience, Percieved Behavioral Control and Mobile User’s Gender are investigated through a trust base research model. Then, the hypothesized model is empirically tested using data collected from a standard questionary base survey in Tehran theater-e-shahr audiences. Structural Equation Modeling (SEM) was used by the Lisrel 8.8 to evaluate the causal model and Confirmatory Factor Analysis (CFA) was performed to examine the reliability and validity of the measurement model. It is concluded that Iranian mobile users due to the lack of appropriate regulations on mobile user’s consumer rights and also, receiving a lot of unsolicited sms advertising, have persecutor and negative experience about sms advertising. Because of the mentioned situation in Iran, on the both male and female research model, mobile marketing experience extremely affects the process of gaining mobile users’ permission. Thus, it is absolutely necessary to correct implementation of permission base mobile marketing and making positive and useful experience about the sms advertising for Iranian male and female mobile users.