The progress of the digital technology, the rapid penetration of the Internet, the nee competition of the telecommunication, all those phenomena made the market become more active. The companies must provide better services for customers, by which they can get benefit. Understanding their customers deeper is the most important for the tech marketing. This study employs ”adoption-innovation” cognitive styles and ”the personal involvement” as two variables analyzing the characteristics of the innovation-oriented consumers. The objective of the study is to understand the user's characteristics of those use WAP services and their behaviors. The findings show that WAP services adopters tend to demonstrate more high innovation and personal involvement.
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