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  • Exploratory study into wireless application protocol shopping

    Author(s)
    Fenech, Tino
    Griffith University Author(s)
    Fenech, Tino O.
    Year published
    2002
    Metadata
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    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.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.
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    Journal Title
    International Journal of Retail & Distribution Management
    Volume
    30
    Issue
    10
    Publisher URI
    http://www.emeraldinsight.com/0959-0552.htm
    DOI
    https://doi.org/10.1108/09590550210445353
    Subject
    Business and Management
    Commercial Services
    Marketing
    Publication URI
    http://hdl.handle.net/10072/7146
    Collection
    • Journal articles

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