Identifying the Factors Influencing Consumer's Willingness to Participate in Data Based SMS Advertising

Several studies have shown that, when the SMS ads are relating to wants of mobile subscribers, there are more likely that they have read and accept them. Given that mobile operators have access to part of subscriber’s information; are the best options to building a database of their information, and use of it for adaptation of SMS ads with needs and interests of subscribers. Considering this issue, current study sought to identify factors that affect the willingness of mobile phone users to provide personal information to create this database. Analysis of data from a sample of 302 mobile phone users, that were gathered using questionnaire and analyzed with use of structural equation modeling and ANOVA, indicate that attitude, subjective norms, perceived trust, and control on the information disclosure, are influencing on subscriber’s willingness to provide information. Also attitude influenced by the perceived risks and benefits of providing information; and perceived trust influenced by the mobile user’s trust to institutional environment and monitoring laws in this media. In addition, results showed that effect of providing incentives, such as discount in contact costs, on the user willingness is mediated by sensitivity of the information requested and level of control that provided in providing information. The findings of this study can help to mobile operators in implementing data- based messaging’s plan.