Wireless commerce: marketing issues and possibilities
Wireless commerce: marketing issues and possibilities
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DOI：
10.1109/hicss.2001.927209
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发表时间：
2001-01
期刊：
影响因子：
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通讯作者：
P. K. Kannan;Ai-Mei Chang;A. Whinston
中科院分区：
文献类型：
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作者：
P. K. Kannan;Ai-Mei Chang;A. Whinston
无线商务被视为基于互联网的电子商务的延伸，超越了PC或网络电视的静态终端，扩展到随时随地的灵活的移动环境。虽然许多业内人士和大众媒体似乎将互联网电子商务和无线商务视为同一世界，但无线技术及其用途的独特特征使其与基于互联网的电子商务截然不同且相互补充。这种差异对于商品、服务和内容的营销以及使用无线技术进行营销研究也具有重要意义。我们首先讨论无线技术的独特特征及其用途。基于这些特征，我们确定并提出了一系列与使用无线技术的营销和营销研究问题相关的命题。在我们的论点中，我们认为无线技术的贡献如何补充基于互联网的电子商务带来的能力。最后，我们概述了一个营销研究议程，该议程将允许测试本文中提出的一些主张。
Wireless commerce is viewed as the extension of Internet-based e-commerce beyond the static terminal of the PC or the Web-TV to the flexible anytime, anywhere, anyplace context of the mobile environment. While many in the industry and popular press seem to equate the world of Internet e-commerce and wireless commerce as one and the same, there are unique characteristics of the wireless technology and its usage that renders it distinctly different from and complementary to Internet based e-commerce. This difference also has important implications for the marketing of goods, services and content and for conducting marketing research using wireless technology. We first discuss the unique characteristics of wireless technology and its usage. On the basis of these characteristics, we identify and set out a series of propositions that relate to the issues of marketing and marketing research using wireless technology. In making our arguments, we view how wireless technology's contribution complement the capabilities brought about by Internet based e-commerce. Finally, we outline a marketing research agenda that will allow testing of some of the propositions put forth in the paper.