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Focuses on examining consumer characteristics that influence Internet users to adopt the Web for purchase related behavior (retail usage). The key constructs examined in relation to actual adoption are attitudes and perceived usefulness. Also focuses on variables that impact Internet users’ attitudes toward Web retailing, including Internet users’ shopping orientation, perceived Web security, shopping innovativeness, satisfaction with Web sites, importance of inspecting products and price sensitivity. Data was gathered via a self‐administered Web survey. A total of 392 completed surveys were obtained and the results indicate that such characteristics of consumers do influence attitudes towards using Web retailing. The results also indicate that attitude and perceived usefulness do predict adoption of the Web for retail usage. Finally, the results indicate that significant differences exist between adopters of Web retailing and non‐adopters in the price significance, need to handle products and purchase likelihood when they cannot handle products purchased via retailing channels.

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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The '4Ps' of the marketing mix have long been popular with students, tutors, trainers and practitioners as a learning and teaching aid. The purpose of this paper is to present an equivalent tool for retail and e-retail: 'Sale the 7Cs'. The approach is by reference to other authors' versions of the marketing, retail and e-retail mixes, distilled into a simplified framework: C1 Convenience; C2 Customer value and benefit; C3 Cost to the customer; C4 Computing and category management; C5 Customer franchise; C6 Customer care and service; C7 Communication and customer relationships. This simplified mnemonic is new for (e-)retail. Mini case examples are used to illustrate the applicability. These have a practical value for trainers and educators as specimen answers to activity exercises. Retailers may find the convenient 7Cs structure useful when planning strategies and tactics.

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