Construction of Mobile Internet Value Proposition Model: An Empirical Study Based on Cases and Structural Equation Modeling(SEM)

Abstract

The pervasive influence of mobile internet is fundamentally reshaping both professional and everyday life, resulting in significant alterations to customer value creation models. Grounded in an extensive literature review, this article employs a causal case study methodology, incorporating in-depth interviews with 57 Chinese mobile internet users, along with observational data. The study aims at illuminate the core essence of mobile internet value propositions, proposing a comprehensive measurement model for assessing these propositions. The empirical validation of this model is achieved through exploratory factor analysis of 87 preliminary questionnaires and confirmatory factor analysis of 902 final questionnaires. This empirical inquiry culminates in the development of a model delineating mobile internet value propositions, which encompasses the following key dimensions: ubiquity (accessibility anytime, anywhere, accommodating fragmented time), convenience (quick access, handy availability, easy operation), individualization (automatic recognition, personalized services, security), and localization (location-based, sending location, and acquiring location).