Exploratory study into wireless application protocol shopping

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.