Exploratory study into wireless application protocol shopping

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International Journal of Retail & Distribution Management

ISSN: 0959-0552

Online from: 1973

Subject Area: Industry and Public Sector Management

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Document Information:
Title:	Exploratory study into wireless application protocol shopping
Author(s):	Tino Fenech, (Tino Fenech is a Lecturer, Marketing (E-commerce) at Griffith University, Gold Coast, Queensland, Australia.)
Citation:	Tino Fenech, (2002) "Exploratory study into wireless application protocol shopping", International Journal of Retail & Distribution Management, Vol. 30 Iss: 10, pp.482 - 497
Keywords:	Cellular communications, Consumer behaviour, Internet, Purchasing
Article type:	Research paper
DOI:	10.1108/09590550210445353 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	Using an online survey this paper examines the personality traits and shopping characteristics of high and low intentioned wireless application protocol (WAP) shoppers. Results indicate that individuals with a high intention to use WAP shopping have both similar and contrasting characteristics to previous electronic non-store adopters, such as television infomercial shoppers. It is recommended that specific marketing efforts be developed to target WAP adopters and these efforts include offering unique items for sale that are offered exclusively to WAP users.