The Research on the Key Success Factors of Mobile Internet with Interpretative Structural Modelling
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merous challenges and questions about privacy and data
security [4].
Nicholas C. Zakas argued that the best way to combat
latency is to use as few HTTP requests as possible for a
website or application. The overhead of creating a new
request on a high-latency connection is quite high , so the
fewer requests made to the Internet, the faster a page will
load [5]. Iris Junglas and Jeanne Harris argued that 1)
The usage of consumer devices and applications in the
workplace is a global phenomenon, however, it is by no
means a uniform one. Employees in Brazil, China, India,
and Mexico show disproportionally higher consumer IT
utilization rates in the workplace than any other markets
studied. 2) Employees in emerging markets believe that
using consumer tools for work boosts their empowerment
and, with it, their innovative nature—more so than em-
ployees in mature markets. 3) More employees in
emerging markets experience consumer IT as a produc-
tivity enhancer, making them more efficient and effective
at work [6].
The main steps of grounded theory are as follows [7]:
1) Theoretical sampling; 2) Collecting information; 3)
Coding information, and forming the concepts from in-
formation; 4) Continually comparing between data, and
between conceptions and between data and conceptions;
5) Forming theoretical conceptions, and establishing the
relationships between conceptions; 6) Building theory
and judging it.
ISM is based on the qualitative analysis, belongs to the
structure model and it can translate the fuzzy thought and
views into an intuitive model with good structure. ISM
work program can be div ided into the following steps: 1)
implement the ISM group, including technical experts,
coordinators and participants; 2) set the key issues; 3)
select the factors have influence on the key issues of the
system; 4) list the correlation of the factors; 5) establish
the adjacency matrix and accessible matrix, according to
the correlation; 6) breakdown the accessible matrix and
build the structure model; 7) establish the interpretative
structure model based on the structure model [8].
3. Research Design
Firstly, Grounded Theory is used to identify the factors
contributing to the success of mobile Internet, after read-
ing the relevant literature and reports about mobile In-
ternet in the recent years. Secondly, the hierarchical
structure relation among the key success factors of mo-
bile Internet is analyzed with ISM. And finally, the key
success factors and their relationship can be found out.
Other methods involved in the study include: 1) Depth
interview. Using Grounded Theory, interview the entre-
preneurs and experts in the field of mobile Internet with
in-deep situation, to confirm influence factors. 2) Ques-
tionnaire. Design the questionnaire with the possible in-
fluence factors and conduct the surveys with the senior
practitioners in mobile Internet industry, and cones-
quently the key success factors are acquired by statistical
analysis (Figure 1).
4. The Identification of the Influence Factors
of Mobile Internet with Grounded Theory
The influence factors to the success of mobile Internet
were identified with Grounded Theory. Taking depth
interviews, we understood the development status of mo-
bile Internet and found out the influence factors.
The five experts selected have the following charac-
teristics: 1) well educated, be able to accept and under-
stand new things quickly, and can express clearly; 2)
work in mobile Internet industry for more than 5 years,
and be familiar with the development of the Internet in-
dustry; 3) have a certain understanding of the related
technologies which mobile Internet need.
Through the continued comparison with the raw data
and the concepts, finally 17 factors were identified (Ta-
ble 1).
To be quantitative and standard, the influence degree
of the questionnaire is divided into five grades: critical,
serious, moderate, minor and negligible. Then critical
was given 5 points, serious 4 points, moderate 3 points,
minor 2 points, and negligible 1 point. We have sent 20
questionnaires altogether, and 16 recycled, all recycle
questionnaires were effective. The respondents include
experts in Op erational Department o f Tencent (8), Ningo
Students Studio (4) and the Department of Computer
Science, Georgia Institute of Technology in USA (4).
Through the questionnaire analysis, the descriptive
statistical analysis of each success factor was acquired
(Table 2).
Ten factors with highest mean value were renumbered
(Table 3). The top ten success factors of mobile Internet
L iterature a nalys i s
L itera ture a nalys isDepth inter view
Depth inter view
F in d the fa c tors th at c ontri bute to the s uc ce ss of mobi le
In terne t u si ng G roun ded Theory
Fin d the fac t ors th at c ontribute t o the suc ce ss of mobile
I nte rne t us ing Gr ounded T heory
Que st i on na i resurvey a n d d a ta a n a l ysi s
Questi onna ires urvey and da ta a na lysi s
F ind the key succes s fac tor s
Find the key success factors
Disc over the re la tionshipamo ng the keysuc ce ss factor s
Discover the re lationshipam ong the keysuccess fa ctor s
Conclusion
Conclusion
Figure 1. Research framework.
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