Exploratory study into wireless application protocol shopping
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 1 October 2002
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.
Keywords
Citation
Fenech, T. (2002), "Exploratory study into wireless application protocol shopping", International Journal of Retail & Distribution Management, Vol. 30 No. 10, pp. 482-497. https://doi.org/10.1108/09590550210445353
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited