Knowing Mobile Search: A Study of Smart phone

Users' Location, Social Perspective, Look for Action

and Look for Motivation

ABSTRACT

The behavior of mobile cellphone visitors is modifying. Traditionally,

mobile cellphone look for has meant on the shift, short time of your

energy and effort and a higher failure amount for discovering

appropriate details. However, due to the fast development of Elephone

Q mobile phones, improved special broadband, low cost cellular online

and the blooming of public networking sites, mobile phones have

become a primary system for details accessibility in more stationary and

acquainted places, such as at home or at perform. This modifying

behavior could considerably impact the JIAYU S3 mobile cellphone look

for sector. In order to improve the style of cellular look for for mobile

cellphone customers, a deeper knowing of cellular details needs,

behaviors, actual inspirations and associated connections challenges is a

fundamental procedure. The aim of this research is to comprehend the

present change in cellular details needs, behaviors and inspirations, and

their impact for future Elephone Q mobile cellphone look for. We present

the outcomes from an paid study such as 256 customers over a 4 week

period, focusing on when, where, what and how individuals use the

mobile cellphone look for. We discuss these results to present a picture

of how place, public perspective and present perform procedure impact

JIAYU S3 mobile cellphone look for, and analyses the connection

between look for action, look for inspiration and key contextual aspects.

Acknowledgements

I would like to express my gratitude to Dr. Robert Villa and Prof. Elaine

Toms for providing me with inspiration, supervision and guidance

throughout the course of doing this research.

I would also like to thank all individuals that took aspect in the study, for

giving up their a chance to help me.

Finally, the biggest thanks is for my family, who were a continuous

source of support and encouragement.

1. INTRODUCTION

1.1 Increase in Mobile Phone Subscribers

With the fast development of Elephone Q mobile phones, of both

hardware and software, these gadgets are outpacing pcs and become

one of the primary ways for accessing details on Internet. As these

gadgets are convenient to carry all time, and with the improved cellular

online, such as 3G and 4G technologies which have low costs, using

JIAYU S3 mobile phones to do details looking has become a essential

aspect of individuals lifestyle (Church, et al., 2008; Kamvar, et al., 2009).

There are a huge variety of reports which indicate that mobile cellphone

members are growing at a remarkable amount. According to the

research from Cellular News, the count of mobile cellphone members

reached 2.5 billion dollars in 2006, 3.5 billion dollars in 2007 and 4 billion

dollars at the end of 2008 worldwide (Church & Smyth, 2009). Latest

research from ITU (International Telecommunication Union, 2013)

reveals that at the end of 2012, there were 6.8 billion dollars mobile

cellphone subscriptions worldwide, a dramatically increase from 6 billion

dollars this year and 5.4 billion dollars in 2010.

1.2 Increase in Mobile Phone Internet Usage

As the surge of Elephone Q cellphone customers, mobile cellphone

Internet utilization is also increasing considerably. In accordance with the

research from Mobile Information Association (2008), in April 2008 more

than 17.4 thousand cellular customers accessed the Internet, indicating a

big increase in contrast to figures from past year of less than 16

thousand (Church and Smyth, 2009). According to recent research from

ITU (2012), active special broadband subscriptions have reached 2.1

billion dollars worldwide, which was 40% increase annually for the past

three years. 3G mobile phones dominate the volume of customers who

are looking the Internet, and the reduction of cost for cellular data plans,

which have been reduced from 0.46 USD/MB in 2008 to 0.03 USD/MB

this year, also encouraged the popularity of the cellular online.

1.3 Emerging Markets Drive the Growth

Compared with developed countries, mobile cellphone customers and

mobile cellphone Internet utilization has surged faster in emerging

markets, such as Brazil, Chinese suppliers, India, and Russia. Research

from ITU (2013) reveals that mobile cellphone market growth is being

driven by emerging markets, which depending on rapid cellular adoption

in Chinese suppliers and India, and over half of the world's members are

in Asia Pacific. According to Informa WCIS (2012), USA, Chinese suppliers,

Japan, India and Brazil are among the top countries for 3G special

broadband subscriptions. Reports from CNNIC (China Internet Network

Information Centre, 2013) reveals that Chinese suppliers had 420

thousand special broadband customers by the end of 2012 which is 18%

more than 2011, and huge amount of these customers prefer to

accessibility the Internet through JIAYU S3 cellphone rather than desktop

computer PC.

1.4 Background and Motivation

The growth in cellular members and mobile cellphone online utilization

reveals that Elephone Q mobile phones are essential gadgets for details

accessibility. So a query has been requested, how do customers

accessibility details through cellular phones? Cathedral & Smyth (2009)

summarised that the operator-owned portals (a platform enables

operators to offer support and material which allow mobile cellphone

members to browse the material and use services) dominated the details

accessibility for mobile cellphone customers, and most of the

well-known websites were accessed via portals (Church & Smyth, 2009).

However, according to the research from MMA (Mobile Marketing

Association, 2012), it revealed that off-portal material has improved

dramatically since unveil of JIAYU S3 and Android operating system

mobile phones. For example, in UK and Germany, 70% of complete

material revenues were contributed by off-portal material revenues

(MMA, 2012). According to the surge of off-portal material, mobile

cellphone look for has become an essential way to deal with users'

details needs (Hinze et al., 2010). Kamvar (2009) outlined that retrieve

details through Elephone Q mobile phones has improved for many years

and will last continuously (Kamvar et al., 2009).

However, mobile cellphone look for is quite different from conventional

Web look for, due to issues such as the physical limitations of the JIAYU

S3 mobile phones, and also different user’s details needs (Church et al.,

2008; Cathedral & Smyth, 2009). Indeed all market leading search

engines have launched the cellular versions of their Web solutions,

however, a lot of them have just simply adapted their Web interfaces for

the display of Elephone Q mobile phones. Sohn et al. (2008) has

indicated the disadvantages of this adapting approach: great failure

amount in a timely manner; vague concerns issue still dominate cellular

look for and less customers want to look for long-result details on their

JIAYU S3 mobile phones (Sohn et al., 2008).

Unlike conventional search engines, scientists (Chen & Kotz, 2000; Cool

& Spink, 2002; Cathedral et al., 2006) believe that the core benefit for

cellular look for is that it can offer more advanced personalization and

more effective look for solutions for accessing the most appropriate

details. To achieve this, it is essential for companies to comprehend the

unique needs of different mobile cellphone customers, the inspiration

and look for actions, the contextual aspects which could impact the look

for, and also the connections between these aspects. For present mobile

phones, GPS and 3G network have become standard solutions to be

integrated into these gadgets, which allows Elephone Q mobile phones

to integrate online Location Centered Services, such as Google maps to

help customers look for for details depending on their place. Moreover,

it may be easy to identify some appropriate contextual aspects while

customers are looking by mobile phones, such as time, place, situation

etc. and the efficiency of the cellular look for could be improved by

applying these features. For example, Google’s regional online look for

and Yahoo’ s oneSearch both offer customers with accessibility place

based look for, make sure that the user’s present place is integrated into

the look for. It has shown that these improvements could help customers

to find more appropriate details (Google Mobile, 2009; Yahoo!

oneSearch, 2009). Centered on these features of JIAYU S3 mobile phones,

it is essential to comprehend mobile cellphone look for in more details,

and the connections between inspiration, look for actions and key

contextual aspects need to be evaluated in order to offer a reasons for

predication for mobile cellphone look for for real customer case. This

predication foundation can also benefit the future research in cellular

look for sector.

1.5 Summary and Aim

Mobile details needs are becoming more diversified because of the

considerably improved variety of smart phone customers from different

backgrounds and the various kinds of mobile phones they are using. To

comprehend mobile cellphone look for in more details, an paid study has

been conducted to give us an preliminary view of mobile cellphone look

for behaviors. Figure 1. 1 reveals an introduction to this research. The aim

of this research is to comprehend how Elephone Q mobile phones look

for for details, to examine the links between a customer's inspiration and

the customer's look for action, to examine contextual aspects that could

impact mobile cellphone look for, and to discover the connections

between users' inspiration, look for action, and other key contextual

aspects, such as place, public perspective, and perform projects. The

primary objectives of this research consist of 1) providing better knowing

of users’ look for behavior in the mobile cellphone look for domain; 2)

obtaining a better knowing of key contextual aspects that could impact

mobile cellphone search; and 3) showing links between users ’

inspiration, look for action, and other key contextual aspects.

1.6 Research Concerns

In this research, we aim to comprehend how JIAYU S3 mobile phones are

used to look for for details, and this subject was further divided into the

following three groups of questions:

How do customers look for on a cellular phone?

o What is the inspiration for the search?

o What subjects are researched for?

o What look for actions are conducted during searching?

What are the key contextual aspects that impact mobile cellphone

search?

o How does place impact mobile cellphone search?

o How does public perspective impact mobile cellphone search?

o How does perform procedure impact mobile cellphone search?

What is the connection between perform procedure, inspiration, look

for action, and other key contextual factors?

1.7 Outline

The framework of this research uses a conventional research procedure.

It begins with a literary works evaluation, followed by a technique section

reviewing research actions. Next, outcomes section describes three

primary research actions and the outcomes are mentioned in

conversation section. The conclusion and future perform chapters make

up the remainder of the paper. Figure 1. 2 reveals the review of the

framework of this research, and a more detailed review of each section is

provided below.

Chapter 2 reviews appropriate perform from past researches:

appropriate back to research questions, cellular look for subjects (what

customers look for for), inspiration (why customers search), and look for

action (how customers search) have been analyzed, and also key

contextual aspects which appropriate to cellular look for have been

analyzed.

Chapter 3 describes the methodology implemented in paid study,

detailed the research technique, data collection, members and research

ethic issues.

Chapter 4 illustrates the outcomes of paid study. Participants' place,

public perspective, look for subjects, look for action, inspiration and

perform projects have been evaluated, the connection between these

aspects have been evaluated in details.

Chapter 5 discusses the primary results appropriate to research

questions.

Chapter 6 presents the conclusion of research regarding the research

questions, and also the limitations for this research.

Chapter 7 illustrates the review of the future perform, due to the small

sample of paid study, further investigation is needed.

2. LITERATURE REVIEW

2.1 Introduction

This research aims to discover the characteristics of mobile cellphone

look for, to examine the contextual aspects that are appropriate to

mobile cellphone look for, and to examine the connections between

these aspects. The evaluation of literary works in this section mainly

deals with two key themes: knowing cellular details needs, which could

help us to comprehend the mobile cellphone look for procedure, and

key contextual aspects of cellular look for that could help us to

comprehend contextual aspects that are appropriate to mobile

cellphone look for.

The literary works evaluation contains seven sections that will discover

concepts from a variety of different theoretical perspectives and

highlight the research gap depending on past research. It first looks at

literary works that can help to comprehend cellular details needs in order

to discover the characteristics of cellular look for, such as cellular look for

subjects (Section 2.2.1), inspiration (Section 2.2.2), and look for action

(Section 2.2.3). It goes on to examine contextual aspects that are

appropriate to cellular look for, such as place (Section 2.3.1 ) , time

(Section 2.3.2), perform procedure (Section 2.3.3 ), and public

perspective (Section 2.3.4). Lastly, area 2.4 discusses the novel aspects of

the research.

2.2 Understanding Mobile Information Needs

Information is ambiguous, as it has various meanings, and these different

meanings of ‘information’ have been mentioned in the literary works

(Braman, 1989; Schrader, 1984). Buckland (1991) distinguished details

into three types: ‘ information-as-process ’ ,

‘ information-as-knowledge ’ , and ‘ information-as-thing ’ . He

suggested that details could be anything that has the potential to

change a person's knowledge and mentioned that

‘ information-as-thing ’ is the only type of details that involves

computer directly. Marchionini (1995) mentioned that human existence

can be described as the notion of look for, and a look for for details is

called details looking for. He described details looking for as ‘ a

procedure in which humans purposefully engage to change their state of

knowledge’ . He mentioned that the details seeker, projects, look for

systems, sector setting, and look for outcomes are all key elements

appropriate to information-seeking actions, and the details seeker plays

the central role. He also outlined that look for actions are conducted by

details seekers because they have details needs or need to solve a issue.

Wilson (2000) described details looking for behavior as ‘the purposive

looking for for details as a consequence of a need to satisfy some goal’.

When looking for, the customer could use manual computer or

computer-based computer. He also mentioned that an ‘ information

need’ is not always fundamental need, such as the need for a plumber,

but usually represents a secondary need that arises to satisfy

fundamental needs. Understanding users' details needs can lead to a

better knowing of what customers look for for (topics) and how they look

for for it (search activity). Despite the long history of research on details

looking for, recent surveys have emerged from the cellular area and

indicated that cellular details looking is different from conventional Web

looking because of, for example, different gadgets and different details

needs (Church & Smyth, 2009; Heimonen, 2009; Sohn et al., 2008). For

example, Cathedral and Smyth (2009) discovered that more regional

needs were activated while customers were cellular. To improve

solutions for mobile cellphone customers, knowing mobile cellphone

users' details needs is a fundamental procedure (Chua et al., 2011).

Church and Smyth (2009) mentioned that two approaches have been

used to comprehend details needs. The first one research what

customers look for for (topics) and how they look for for details (search

activity), and the second one research why customers look for for details

(motivation). In the following sections, past papers on cellular look for

subjects (what customers look for for), look for action (how they look for

for information), and look for inspiration (why customers search) will be

mentioned. The common Web area will be analyzed first for each area,

and then we will focus on past research in the cellular look for sector for

each area.

2.2.1 Mobile Search Topics: What Does the User Search For?

Table 2. 1 reveals past research on look for subjects and concerns from

the common Web sector and the cellular look for sector. Many past

research that have evaluated look for subjects and concerns have been

conducted for the common Web sector to better comprehend how

individuals finder (Rieh & Xu, 2001; Jasen & Spink, 2003; Beitzel et al.,

2004; Jasen & Spink, 2006). Rieh and Xu (2001) aimed to figure out how

concerns impact look for outcomes. They did a log research of the Excite

look for engine on 9 October 2000 and evaluated concerns from

1,451,033 customers. They also evaluated how each customer

re-formulated a query over a one-day period. After log collection, 183

sessions were selected depending on certain criteria and evaluated

personally. The outcomes revealed that, although most query re-input

did have material changes, about 15% of the query re-input was

depending on format modifications.

Jansen and Spink (2003) conducted a log-based research for

AlltheWeb.com on 6 February 2001 over a one-day period. They

discovered that, for the common Web, customers considered eight Web

documents, on regular, and that more than 66% of customers

considered fewer than five Web documents in one session. They also

discovered that, on regular, customers considered only about two or

three documents for each query, and about 55% of customers

considered one outcome for each query. They also noticed that 20% of

customers spent less than one minute viewing each Web papers. These

outcomes indicated that the first impression of a Web papers is very

essential to the user’s perception of importance.

Beitzel et al. (2004) conducted a log-based research for America Online

on 26 December 2003 over seven days. They evaluated millions of

concerns submitted by nearly 50 thousand customers. They discovered

that nearly 2% of the concerns from their research used operators for

concerns, the common length of each query was 2.2 terms, and about

81% of customers considered only the first page of outcomes. They also

discovered changes in popularity and the uniqueness of look for subjects

across hours of the day. Jasen and Spink (2006) discovered that

log-based research of concerns for Web search engines provided a clear

knowing of what details customers look for for, how they formulate their

concerns, and how they deal with their outcomes.

With the growth of the cellular online, recent surveys have emerged

concerning the cellular look for sector. In 2007, Kamvar and Baluja (2007)

implemented a large-scale research for cellular look for customers

depending on Google. They evaluated one thousand concerns, and the

outcomes revealed that cellular concerns are becoming more diverse

and that cellular look for behavior is modifying, but in contrast to

desktop computer PC look for in those days, cellular concerns were far

less diverse than desktop computer PC concerns (Kamvar & Baluja, 2006).

They also discovered that well-known query subjects were different for

different gadgets, such as desktop computer PCs, Elephone Q mobile

phones, and PDAs, but the interesting discovering here was that the top

subject for cellular look for was adult-related material, bookkeeping for

more than 20%, while desktop computer PCs accounted for less than

10% of such concerns in those days. They mentioned that the possible

reasons for this consist of the point that cellular look for was a new

concept in those days, so the same subject trends as discovered for

desktop computer look for were to be expected. Following the past

trend for desktop computer look for, they predicted that adult-related

subjects for cellular look for would have declining trend. Moreover,

customers treat their JIAYU S3 mobile phones as private gadgets much

more than their desktop computer PCs, so they expect a higher degree

of privacy on their Elephone Q mobile phones, so customers feel more

comfortable and more likely to perform adult-related concerns on their

mobile mobile phones.

Church et al. (2007) conducted a large-scale study for 600,000 European

cellular customers in 2006. In contrast to the research from Kamvar and

Baluja (2006), which targeted only on Google, this research covered

more than 30 different cellular search engines, such as not only such

leading search engines such as Google and Yahoo but also some special

search engines, such as Seek4Wap, Click4Wap, etc. The research

discovered that the use of advanced look for features was absent from

cellular look for in contrast to conventional Web look for. They also

discovered that concerns from cellular concerns were slightly shorter

than conventional Web concerns. The regular length of cellular concerns

was 2.06 terms per query in comparison to 2.35 terms per query, though

it has now reached three terms per query (Church, 2007). Moreover,

Cathedral et al. (2007) indicated that the most well-known subject was

adult-related material, which accounted for 53% of the top 500 cellular

concerns, followed by multimedia and e-mail (10%) and messaging and

chat (8%). These figures are very just like Kamva and Baluja's results. They

mentioned that the possible reason is that cellular look for customers

might be affected by early Web concerns because most past research

that targeted on Web looking reported that adult-related material was

researched very frequently among early Web customers. Lastly, they

discovered that cellular visitors felt that it was more difficult to locate

appropriate details according to the information, cellular visitors

conducted more concerns per session than Web look for. Moreover, the

research also in comparison look for and surfing around and discovered

that 92% of cellular sessions targeted on surfing around, while only 8%

used cellular look for.

Later, Cathedral et al. (2008) conducted a identical research in 2008 for

European cellular customers. This research concentrates on the

click-through behaviors of users; click-through behavior is essential

because it can represent the importance of look for outcomes and the

quality of search engines to return better outcomes to customers. In the

research, 260,000 European cellular visitors were engaged and over six

thousand concerns were generated, and the scientists discovered that

only about 12% of Google concerns were successful, which indicates that

nearly 90% of concerns failed. They concluded that the outcomes from

cellular look for may have difficulty attracting searchers’ interest in

comparison to common Web look for. They also discovered that only

about 24% of these concerns happened with at least one click-through,

so there was potential for improvement. Again, the outcomes revealed

that the most well-known subject was adult-related material,

bookkeeping for 61% of the top 500 cellular concerns, just like Kamvar

and Baluja's results (2007), but concerns on enjoyment, multimedia, and

gaming have slowly declined, while the subjects of e-mail and

socialising/dating revealed an increasing trend.

Furthermore, Cathedral et al. (2014) conducted a more comprehensive

journal research that employed a contextual experience sampling

technique, a snippet-based journal technique using SMS technology,

and an online Web journal to gather in situ details needs. The research

was run for three months, and more than 100 customers taken aspect.

They suggested a subject classification that targeted on everyday details

needs, and 11 groups were recognized. The most well-known five groups

were discovering, availability, persons, environmental conditions, and

news and trivia. They discovered that everyday details needs are highly

varied, intricate, and dynamic and that individuals still face difficulty

discovering answers to their everyday questions. They also mentioned

that differences exist with respect to details needs between men and

women, and women were more likely to rely on public approaches to

satisfy their details needs.

Kamvar et al. (2009) conducted a log-based research to compare users'

look for action employing computers, JIAYU S3, and Elephone Q mobile

phones during 2009. They evaluated look for logs on three different

Internet search engine interfaces, and for each one, more than 100,000

English-language concerns made by 10,000 customers were extracted

for 35 days. The research discovered that the common length per query

were identical for computer and JIAYU S3 look for but considerably

smaller for conventional 2G mobile cellphone look for. They also

discovered that Elephone Q query diversity is just like that of computer

query but different from cellular query diversity. They mentioned that

the diversity gap between mobile phones and computers is decreasing.

With the advancement of JIAYU S3 mobile phones, customers will use

cellular look for as an extension of computer look for. Moreover,

Nicholas et al. (2013) conducted a log-based research for a major culture

website called Europeana and recognized the difference between cellular

and desktop/laptop customers. They evaluated the behavior of nearly

70,000 cellular customers over a period of more than a year, and then

they in comparison the results with those for desktop computer

customers of the same site and for the same period. They discovered

that cellular trips were typically shorter than desktop computer trips by a

normal of about 10 seconds, that cellular trips were less interactive,

nearly twice as likely to be bouncing trips than those of desktop

computer customers and more than 10 times likely to be bouncing trips

than those of heavy customers, and that less material was consumed per

visit than on desktop computer PCs. They summarised their discovering

by indicating that cellular details looking for is faster, more abbreviated,

and less intensive than desktop computer PC details looking for.

In 2011, Yi and Maghoul (2011) conducted a large-scale log-based

research that evaluated 20 thousand US cellular concerns conducted

using Yahoo! The outcomes revealed that the variety of unique concerns

for mobile cellphone look for improved from 4.5 thousand to six

thousand between 2007 and 2010. In comparison with the results from

past research in 2007 (Yi et al., 2008), they discovered that users'

passions in cellular look for subjects had changed and that concerns

were becoming more diversified. They outlined that adult-related

concerns had decreased considerably but location-based concerns had

improved dramatically. Similar outcomes were discovered by Cathedral

and Oliver (2011) who personally categorized the top 1000 concerns, and

the outcomes revealed that adult-related concerns had decreased

considerably, bookkeeping for only 14% of the top 1,000 concerns. The

socialising/dating classification was ranked as the most well-known

subject for cellular concerns in this research, bookkeeping for over 40%

of the top 1,000 concerns (Church & Oliver, 2011). These results met the

assumptions of Cathedral et al. (2008) that cellular look for trends would

follow early Web look for trends and that the trend for adult-related

concerns would decline. Moreover, the shift in cellular look for passions

was analyzed by Baeza-Yate et al. (2007). They conducted a research in

Japan, the most developed cellular look for market, and the outcomes

from the research indicated that ‘lifestyle information’ was the most

researched subject among Japanese mobile cellphone customers

(Baeza-Yates et al., 2007).

In 2013, Yang and Deng (2013) conducted ethnographic interviewing

and Web surveys to analyze the details needs of 200 Chinese cellular

Web customers. The outcomes revealed that the cellular Internet users'

details needs were the same as for the conventional Internet, but

customers were more targeted on physiological matters, safety needs,

and love/belonging. The top subject groups were price comparison, food

and nutrition safety, and career planning. The scientists mentioned that

the communal interest in details regarding the food safety may be a

consequence of numerous reports of food poisoning or false products,

so customers may wish to use their Elephone Q mobile phones to check

online reviews. Furthermore, due to the developing global economy,

many job opportunities and career options have emerges, so many

individuals are eager to acquire career details.

Table 2. 2 summarises the type of cellular look for subjects suggested by

past research, and it reveals the modifying of look for passions in the

cellular look for sector, which provided the foundation for our research

on what customers look for for.

According to past large-scale research, the outcomes revealed that

cellular passions are still modifying and become more diverse. However,

Amin et al. (2009) indicated that these log-based research cannot

represent the inspirations behind users’ concerns. They outlined that

different gadgets could impact mobile cellphone users' look for behavior,

and their research revealed that customers who researched with Qwerty

keyboards exhibited different look for behavior in contrast to customers

who researched on 12-keypad JIAYU S3 mobile phones (Amin et al.,

2009). Furthermore, Sadler et al. (2006) discovered that, without

advanced Elephone Q mobile phones, cellular details needs are difficult

to deal with (Sadler et al., 2006). To comprehend mobile cellphone users’

details needs in more details, it is essential to know clearly the

motivations/goals behind cellular concerns to figure out the actual

objective of cellular look for.

2.2.2 Motivation: Why Do Users Search?

A variety of research targeted on knowing details needs, examining

‘why’ customers look for, mainly referring to the inspiration behind

their concerns. Motivation is determined by the Oxford English

Dictionary as ‘a reason or reasons for acting or behaving in a particular

way’ . Deci and Ryan (2000) recognized different kinds of inspiration

according to the reasons or objectives that lead to an action, and two

basic kinds of inspiration were identified: intrinsic inspiration, which

represents ‘ doing something because it is inherently interesting or

enjoyable ’ , and extrinsic inspiration, which represents ‘ doing

something because it leads to a separable outcome’ (Deci & Ryan,

2000). Bomia et al. (1997) also described intrinsic inspiration, which

represents ‘influences that originate from within a person which cause a

person to act or learn’.

Table 2. 3 details past research on inspiration and objective behind

concerns from the common Web sector and the cellular look for sector.

Broder (2002) suggested a taxonomy of the common Web to

comprehend the objective behind users' concerns. In this research, Web

concerns were categorized into three kinds depending on their intent: 1)

navigational, 2) informative, and 3) transactional. Navigational concerns

are conducted to find a particular website, such as Yahoo!, etc.

Informational concerns are conducted to find more details for a subject

or an answer to solve a issue. Lastly, transactional concerns aim to

perform a Web-based action, such as downloading data or using an

online support.

Rose and Levinson (2004) evaluated nearly 500 random sample concerns

from the AltaVista look for engine and suggested a taxonomy depending

on Broder's perform by identifying different look for objectives. In their

perform, the ‘informational’ classification was further divided into five

subcategories: 1) directed, 2) undirected, 3) advice, 4) locate, and 5) list.

The ‘transactional’ classification was renamed as ‘resource’ and

further divided into four subcategories: 1) download, 2) enjoyment, 3)

interact, and 4) obtain. They discovered that nearly 60% of concerns were

informative concerns and that a huge variety of these concerns aimed to

locate a support or product; informative concerns were followed in

popularity by resource concerns (21.7–27%) and navigational concerns

(11.7–15.3%).

Kim et al. (2005) conducted an empirical research on applying

perspective through cellular devices; 37 members were selected for a

lead research. The primary research was implemented for two weeks.

Participants were requested to use the cellular Internet when needed,

and a small journal was given to each participant to record the details of

their look for. They suggested a framework of use situations appropriate

to the cellular Internet such as internal perspective, external perspective,

physical perspective, and public perspective. They mentioned that

internal perspective represents intrinsic aspects, and users' look for

inspiration was further categorized into two categories: effective and

hedonic (Kim et al., 2005). This categorisation has received a great deal

of interest in the marketing area, and the effective inspiration has been

described as ‘mission critical, rotational, choice effective, and objective

oriented’ (Engel et al., 1993; Batra & Ahtola, 1991; Hirschman &

Holbrook, 1982), while hedonic inspiration has been described as

‘search for happiness, fantasy, awakening, sensuality, and enjoyment’

(Parsons, 2002; Babin et al., 1994; Sherry, 1990; Bloch & Bruce, 1984;

Hirschman & Holbrook, 1982). Dhar and Werternbroch (2000) argued

that the effective and hedonic aspects were valid classification criteria for

various products and solutions. The distinction between effective and

hedonic inspirations has also drawn interest from the technology

perspective. Van der Heijiden (2004) described effective as providing

‘ instrumental value to the user ’ and hedonic as providing

‘ experiential value to the user’. Later, Xu et al. (2012) mentioned that

effective look for aims to offer instrumental value and that hedonic look

for mainly provides experiential value.

Jansen et al. (2007) evaluated five thousand concerns from three Web

search engines. They examined the objective behind users’ concerns

depending on three categories suggested by Broder (2002): informative,

navigational, and transactional. They discovered that more than 80% of

Web concerns were informative concerns, followed by navigational

concerns (about 10%) and transactional concerns (less than 10%).

With the growth of the cellular online, recent surveys on cellular look for

sector have emerged. Cathedral et al. (2008) analyzed cellular users’

intentions behind concerns depending on the three categories of

customer objective recognized by Broder (2002): 1) informative, 2)

navigational, and 3) transactional. They redefined the meaning of each

classification to make it appropriate for the cellular area. For example,

informative indicates that cellular customers look for for details about a

common topic; they seem interested in the subject only at plenty of

duration of the look for, with no further communications. Navigational

indicates that details that cellular customers seek represents a particular

site or support. Transactional indicates that customers visit a site where

more communications will happen, such as purchasing a product.

Cathedral et al. (2008) categorized the top 500 concerns from a

single-day experiment, and the outcomes revealed that the most

well-known kinds were transactional, bookkeeping for more than 60%,

followed by navigational, bookkeeping for more than 29%. They

indicated that the navigational intention is essential in the cellular look

for sector even though the variety of navigational customer concerns is

not particularly great. Furthermore, informative was the least researched

classification, which reveals that cellular customers tend to perform more

particular concerns than common details concerns.

Church and Smyth (2009) conducted a journal research to examine

cellular users’ look for intentions behind details needs in more details.

They noted that their past categories of the inspirations behind users'

concerns (Church et al., 2008) needed to be adapted for customers ‘on

the move’ , so they altered the past taxonomy by adding three new

categories: 1) informative, 2) regional, and 3) private details

management (PIM). The outcomes revealed that more than 58% of the

journal entries were informative, followed by regional at 31.1%. Here,

regional indicates that the details researched was appropriate to place

situations (Church & Smyth, 2009). Many past research have indicated

that regional intention could be one of the most essential cellular look

for triggers, especially among customers on the shift (Yi et al., 2007;

Kamvar & Baluja, 2007; Sohn et al., 2008; Amin et al., 2009; Cathedral &

Smyth, 2009). Kamvar and Baluja (2007) revealed that ‘local services’

was the most well-known subject and that mobile cellphone customers

often have regional details needs both directly or indirectly, such as the

place of the nearest shop, where to buy coffee, etc. Similar outcomes

showing a higher rank for regional subjects have also been discovered in

other large-scale log-based research (Church et al., 2007; Baeza-Yates et

al., 2007). Cathedral and Smyth (2009) also indicated that cellular

customers normally have details needs when they are in different areas;

according to the outcomes, more than 34% of look for actions were

activated by different places.

Taylor et al. (2009) targeted on the cellular area and examined why

customers look for for details on the cellular Internet. They tracked 11

cellular customers for five days, and then the scientists evaluated the

information depending on Glaser's grounded theory and collectively

suggested a classification scheme that reflects the inspirations and look

for actions noticed from in the research. Lastly, the scientists reached

100% contract on a framework for knowing cellular Internet use. The

type of inspirations in this framework was depending on the broad

categories of effective and hedonic purposes (Kim et al., 2005), and the

scientists categorised inspiration into six types: 1) awareness, 2) effective

time management, 3) curiosity, 4) diversion, 5) public connection, and 6)

public avoidance. Awareness indicates that individuals want to keep

themselves informed in common. These consist of verifying e-mail and

news sites. Time management indicates that individuals want to be

efficient, manage projects, or get things done. These consist of looking

for an deal with and verifying traffic. Curiosity indicates that individuals

are interested in an different subject, usually one encountered by chance,

such as a place of interest. Diversion indicates that individuals want to kill

time or relieve boredom by looking without a objective. Social

connection indicates individuals want to engage with others. An example

is posting to a social network. Social avoidance indicates that individuals

want to separate themselves from others, such as by using a mobile

cellphone as a ‘cover’ to stop others from starting a conversation.

Ferreira et al. (2014) used framework AWARE to track mobile cellphone

utilization. They targeted on knowing micro-usage which described as

brief bursts of communications with applications that last 15 seconds or

less. Two research were described in this paper. For research 1: an

preliminary 3 weeks research of the cellphone utilization patterns of 21

smart phone customers in which micro-usage is recognized, and for

research 2: a 2 week follow-up research with 15 members in which

experience sampling is used to capture the place, time, trigger and

public perspective surrounding micro-usage. They mentioned that 5

triggers were classified: 1) notice, represents instances when the product

indicates new details is available, 2) killing time, represents instances in

which members used the cellphone as an enjoyment system, 3) looking

for something, represents when the members used the gadgets to look

for for details, 4) accident, represents members launched an program by

mistake, and 5) other, represents other reasons which could not foresee

but still wished to capture. They summarized that the most well-known

trigger for mobile cellphone micro-usage was 'notification'(62%),

followed by 'killing time'(18%), 'looking for something'(11%),

'accident'(6%) and 'other'(3%).

Sahami Shirazi et al. (2014) conducted a large-scale log-based research

which especially targeted on cellular notices. A desktop computer notice

app was created and available to download from Google Play. In this

research, nearly 200 thousand notices were collected from 40,191 unique

customers which lasted for 6 months. They discovered that the higher

the importance of the notice, the shorter is the click time. They noticed

nearly 50% of notices were interacted within the first 30 seconds which

indicated that notices on mobile phones are in common important for

customers. They also mentioned that notices from apps that can be used

for interaction with others are considerably more essential than other

notices.

Pielot et al. (2014) conducted a one week, in-situ research which targeted

on mobile cellphone notices. 15 mobile cellphone customers were took

aspect in this research. Logging program were installed on participants'

mobile cellphone for collecting real-world notices, and an online journal

was used to gather subjective perceptions of those notices. They

mentioned that members had to deal with 63.5 notices on regular per

day, and public pressure in individual interaction was among the major

reasons given. They also outlined that receiving more messages and

social network updates also made members feel more connected with

others.

Table 2. 4 summarized the taxonomies for inspiration and objective

which suggested from past research, and it has shown the improvement

of these taxonomies and how they adopted into cellular look for sector,

which provided the foundation for our research of why customers look

for for.

2.2.3 Search Activity: How Do Users Search?

Search action represents knowing how customers fulfil their details

needs, and Kellar et al. (2006) mentioned that scientists still do not

properly comprehend the different kinds of look for actions that

customers employ on the Web. This is mainly because the Web is a

modifying area that is continually improving (Hawkey & Inkpen, 2005),

so collecting rich customer data from the Web could be difficult

(Fenstermacher & Ginsburg, 2003; Hawkey & Inkpen, 2005), and

customer look for behavior on the Web is complicated (Rieh, 2004;

Herder & Juvina 2004). Therefore, past research need to be validated

continually to match the present Web conditions. Generally, users' look

for action has been analyzed and characterised depending on models of

details looking for that offer good descriptions of users' details looking

for actions (Ellis, 1989; Kuhlthau, 1991; Marchionini, 1995; Wilson &

Walsh, 1996), so the well-known user-centred models of common details

looking for are mentioned below.

Ellis (1989) suggested an preliminary details looking for style that

engaged six activities: ‘ starting’ , ‘ chaining’ , ‘ browsing’ ,

‘differentiating’, ‘monitoring’, and ‘extracting’. Later, Ellis et al. (1993)

validated the style and added two more activities: ‘ verifying’ and

‘ ending’ . In 2003, Ellis's style was extended further to consist of

Web-based details looking for by Meho and Tibbo (2003), and three

more actions were added: ‘accessing’, ‘networking’, and‘information

managing’.

Kuhlthau (1991) suggested an details looking for style that is just like

Ellis' style (1989) but also contains users' thoughts, feelings, and actions.

This style contains six stages: ‘initiation’, ‘selection’, ‘exploration’,

‘formulation’, ‘collection’, and ‘presentation’.

Marchionini (1995) suggested an details looking for style in electronic

papers environments that concentrates on sub-processes. These

sub-processes consist of identifying the issue, knowing the issue,

selecting a look for system, formatting a query, performing the look for,

analysing the outcomes, selecting appropriate details, and deciding to

finish/re-start the look for procedure.

Wilson and Walsh (1996) suggested an details looking for style that was

different from past models. This style concentrates on high-level details

looking for processes: ‘passive attention’, ‘passive search’, ‘active

search’, and ‘ongoing search’. Passive interest represents details that

is obtained without being actively considered, such as by listening to the

radio or viewing TV. Passive look for represents details that is taken

serendipitously during a look for. Active look for represents details that is

taken through explicit concerns. Ongoing look for represents concerns

that are conducted to update or expand on previously discovered

details.

These models are very useful in knowing details looking for, but they

cannot cover all look for actions that customers perform on the Web

(Kellar et al., 2006). Some other research have targeted on common

customer look for actions on the Web (Catledge & Pitkow, 1995; Pitkow

& Kehoe, 1996; Choo et al., 2000; Morrison et al., 2001; Sellen et al., 2002;

Kellar et al., 2006; Taylor et al., 2009). Desk 2. 5 details past research on

look for action that employed user-centred models, the common Web

sector, and the cellular look for sector.

Catledge and Pitkow (1995) categorized customer actions on the Web

into three categories: ‘ serendipitous’ , ‘ general purpose’ , and

‘ searcher’ . Later, Pitkow and Kehoe (1996) recognized five primary

Web activities: ‘browsing’, ‘entertainment’, ‘work’, ‘shopping’,

and ‘ other uses’ . They mentioned that the actions stayed quite

consistent with those discovered in the past research.

Choo et al. (2000) used interviews, questionnaires, and a logger to

examine the action of 34 knowledge workers on the Web for two weeks,

and they employed the critical incidents technique. They discovered that

details looking for actions could be categorized into four categories: 1)

undirected viewing, 2) conditioned viewing, 3) informal look for, and 4)

formal look for.

Morrison et al. (2001) evaluated the outcomes from the Graphic,

Visualization and Usability Centre’s (GVU) 10th WWW customer study.

2,188 reactions were recorded for the study, and each participant was

requested to describe the latest Web look for action that led to a

significant action or choice. They recognized four priority objectives of

Web use: 1) gather, 2) find, 3) discover, and 4) monitor.

Sellen et al. (2002) used a combination of interviews and diaries to

research Web actions, recruiting 24 knowledge workers for a two-day

research. The members were requested to record their Web actions. The

scientists discovered that actions could be categorized into six primary

categories: 1) discovering, 2) details collecting, 3) surfing around, 4)

transacting, 5) communicating, and 6) housekeeping. Finding represents

look for action activated by a clear objective and a look for for something

particular, such as an deal with. Information collecting represents look

for action that seeks details about a particular subject. Browsing

represents look for action that lacks particular objectives. Transacting

represents action in which a deal is conducted with online products or

solutions, such as online banking. Communicating represents action in

which the Web is used to chat with others or have a team conversation.

Housekeeping represents action conducted to maintain the functionality

and accuracy of online sources, such as verifying Web links (Sellen et al.,

2002).

Kellar et al. (2006) suggested a identical taxonomy as Sellen et al. (2002)

using different methods. They first suggested an preliminary framework

depending on past research and then further developed the preliminary

taxonomy though a lead research, focus team interviews, and a area

research. The area research was run for one week, and the scientists

recorded users' look for actions and requested them to categorise these

actions depending on an existing scheme. They started with an

preliminary taxonomy containing four groups, ‘ fact finding ’ ,

‘information gathering’, ‘browsing’, and ‘monitoring’, and finished

with six categories: 1) reality discovering, 2) details collecting, 3) surfing

around, 4) transactions, 5) communications, and 6) maintenance. Fact

discovering represents action looking for something particular.

Information collecting represents action looking for details from multiple

sources, such as research about a place. Browsing represents action that

lacks particular objectives. Transaction represents action such as

engagement with online products or solutions, such as online banking or

purchasing. Communications represents action such as web-based

communications, such as e-mail. Maintenance represents the action of

maintaining Web resources (Kellar et al., 2007).

Taylor et al. (2009) targeted on the cellular area and suggested a

framework for knowing cellular use. They adopted a past Web action

classification (Kellar et al., 2006) and used it to the cellular area. The type

of look for action from this framework was just like Sellen's taxonomy

and Keller's classification scheme, but it only targeted on cellular look for

action. Activities were categorized into eight categories: 1) status

verifying, 2) surfing around, 3) details collecting, 4) reality verifying, 5)

in-the-moment, 6) planning, 7) deal, and 8) interaction. Status verifying

represents action to check a piece of non-static details, such as news,

weather, or email/Facebook posts. Browsing represents action looking

for details without a particular objective, such as following Web links

from e-mail. Information collecting represents action looking for details

about a particular subject, such as looking many sources for details

about a place. Fact verifying represents action to check or validate a

piece of static details, such as who appeared on TV, the meaning of a

word, or a contact variety. In-the-moment represents action looking for

details to take immediate action, such as looking for movie details while

walking to the cinema. Planning represents action looking for details to

satisfy projects beyond the immediate action, such as choosing a film to

watch tomorrow or verifying the weather for a planned trip. Transaction

represents action such as online products or solutions, such as an online

purchase. Communication represents action dealing with another person

or a team to share details, such as responding to other individuals

through public networking sites or communicating through e-mail

(Taylor et al., 2009).

Brown et al. (2014) adopted an audio-video recording technique to

research the use of JIAYU S3 for 100 days. 15 mobile cellphone

customers were took aspect in this research who located in Sweden, US,

and the UK. Participants were requested to install an program on their

own Elephone Q system which logged all screen communications along

with surround audio, GPS, and the program launches. Participant were

also requested to record their utilization by accessing an online web

journal where they could evaluation their recordings and offer details for

each cellphone use. Participants can stop at any level by turning off the

program or deleting all recording from online journal. Follow-up

interviews were conducted with members to clarify any issues from

online journal. In complete, 1,695 video clips of JIAYU S3 use were taken

which contained 70 hours of Elephone Q utilization. They mentioned that

4 different 'style' of cellphone use were identified: 1) micro-breaks in

which customers quickly check their cellphone for messages or public

networking, relatively short and frequent, 2) filling period of time in

which members engage in behaviors such as cellular studying, 3)

sociality of use, in which represents a prevalent multi-person

connections during mobile cellphone use, and 4) digital knitting, in

which the cellphone is used for longer periods while other actions take

place, such as conversations.

Banovic et al. (2014) suggested a type of mobile cellphone use

depending on duration and connections. They used the AWARE

framework which ran on participants' Android operating system mobile

phones as a background support with no interface. 10 Android operating

system customers were took aspect in this research, and 3 type of mobile

cellphone use were identified: 1) glance, which are brief communications

that involve the customer turning their screen on without launching any

program, for example to check time, 2) evaluation, which lasts 60

seconds or less that involve the customer interacting with one or two

applications, and 3) engage, which are longer in duration lasting more

than 60 seconds and typically involve multiple program connections.

They also reported that almost half of all system uses were glance and

most of them do not actually follow a notice, this implies that mobile

cellphone customers often interrupt themselves throughout the day to

check their mobile phones.

Table 2. 6 summarises the taxonomies for look for action suggested in

past research, and it reveals the improvement of these taxonomies and

how they have been used to the cellular look for sector, which provided

the foundation for our research of how customers look for for details.

2.3 Contextual Factors

Abowd et al. (1999) described perspective as ‘any details that can be

used to characterize the situation of an entity’ . He mentioned that an

entity could be any object that is appropriate to the connections

between customer and system (Abowd et al., 1999). Context has received

increasing interest in the details recovery (IR) area, mainly targeted on

look for communications and details looking for. In the IR area,

perspective represents the information, applications, and situations of

look for and the information that could affect users’ look for behavior

and perception of importance (Ingwersen & Jarvelin, 2006).

Goker and Myrhaug (2002) described a generic customer perspective

taxonomy that contains five categories: 1) environment perspective, 2)

individual perspective, 3) procedure perspective, 4) public perspective,

and 5) spatio-temporal perspective. Environment perspective represents

the objects that surround the customer. These objects could be solutions,

light, noise, humidity, temperature, and individuals. Personal perspective

has two sub-categories: physiological perspective and mental

perspective. Physiological perspective contains blood pressure, hair

colour, weight, glucose level, and pulse. Mental perspective contains

stress, angriness, mood, and expertise. Task perspective represents what

the individuals are doing. Social perspective represents the public

aspects of customer perspective, such as neighbours, buddies, enemies,

relatives, and co-workers. Spatio-temporal perspective represents plenty

of efforts and spatial extent of the user’ s perspective, such as time,

direction, shape, place, speed, etc. (Goker & Myrhaug, 2002).

Tamine-Lechani et al. (2010) researched past research and categorized

perspective into five dimensions: 1) system, 2) spatio-temporal, 3)

customer perspective, 4) task/problem, and 5) papers perspective.

Device represents physical things that can be used by customers to

accessibility details, such as computers, laptops, etc. Spatio-temporal

contains two sub-categories: place and time. This perspective represents

details that better addresses the user’ s efforts and place data. User

perspective represents details that requires direct communications with

customers to learn the information implicitly from users' look for actions.

It contains two sub-categories: individual perspective and public

perspective. The first contains further sub-categories: demographic

perspective, which represents individual preference, and psychological

perspective, which represents a customer's characteristics that impact

details looking for behavior and the customer's importance perception.

Cognitive perspective represents customer's passions or level of

expertise. The latter represents the customer's community, such as

neighbours, buddies, etc. Task/problem represents the intention behind

the look for action. Document perspective represents multiple variables,

such as the papers material, framework, layout, genre, hyperlink, etc.,

which can improve the probability that such objects could be useful to

the details situation (Tamine-Lechani et al., 2010).

Nowadays, perspective in details recovery has extended to solve

problems in new area, such as cellular Information recovery. Definitions

and illustrations of perspective from within cellular details recovery tend

to be more tangible. Desk 2. 7 details past research of contextual aspects

that are appropriate to cellular look for. Kamvar and Baluja (2007)

revealed that regional solutions were the most well-known subject, and

location-based concerns were essential in the mobile cellphone look for

sector. They mentioned that place perspective is essential for improving

cellular look for quality; research from Baeza-Yates et al. (2007) and

Cathedral et al. (2007) revealed the identical results. Amin et al. (2009)

suggested that past log-based research cannot give the actual details

indicating why the look for was activated and where it was activated, etc.,

so they conducted a diary-based research to analyze the actual

inspiration and surrounding situations appropriate to the cellular look

for. The outcomes revealed that location-based concerns were

motivated by various contextual aspects (Amin et al., 2009). Sohn et al.

(2008) also conducted a diary-based research to analyze the actual

inspiration and the situations that activated the look for and discovered

identical results; about 72% of their journal entries were activated by

some contextual aspects. Teevan et al. (2011) conducted a study at

Microsoft that targeted on regional concerns such as 929 employees.

The research revealed that cellular concerns were activated by many

aspects and that the actual inspirations were based on contextual

aspects, which could be categorized into four categories: 1) place, 2) time,

3) present action, and 4) conversation with other individuals.

2.3.1 Location

Location is an essential contextual aspect in mobile cellphone look for

because mobile cellphone users' look for action is often activated while

on the shift and appropriate to their present places, and the place

perspective can be taken accurately from JIAYU S3 mobile phones

(Kassinen, 2003; Bierig & Goker, 2006; Amin et al., 2009; Dearman et al.,

2008; Heimonen, 2009; Cathedral & Smyth, 2009; Nylander et al., 2009;

Verkasalo, 2009; Teevan et al., 2011).

Kaasinen (2003) targeted on the evaluation of location-aware systems

and discovered that customer expectations for location-aware solutions

were great, especially in particular situations, such as in an different

region and looking for a typical support, or in urgent situations. The

outcomes also show that the need for details on demand is high; e.g.

customers can get static train details from the Web before they go to the

station. Bierig and Goker (2006) targeted on the relations and

importance between different contextual aspects. They have used a

user-centred empirical research and discovered that place has significant

effects on looking. Mountain and MacFarlane (2007) conducted a

two-stage customer needs research among customers in the Swiss

National Park. The first level was a questionnaire administered when

visitors arrived in the park, and the second level engaged recording

questions from visitors travelling with a research team member. They

discovered that 90 questions were recorded, 53 of which (about 60%) of

the concerns were appropriate to place, a considerably higher amount

than the amount for desktop computer customers (about 20%). They

also outlined that the research was conducted outdoors, visitors were

cellular, and details needs were recognized depending on questions by

visitors. Sohn et al. (2008) used a diary-based research and discovered

that place was the most well-known aspect that activated users'

contextual details needs. Verkasalo (2009) mentioned that the most

well-known places for generating cellular concerns are at home, in the

office, and on the go. Cathedral and Smyth (2009) discovered that the

variety of regional terms improved dramatically in cellular concerns

when customers were on the shift. Heimonen (2009) discovered that

concerns activated by place were usually depending on users' present

place and appropriate to users' present actions. Teevan et al. (2011) used

a study targeted on regional concerns and discovered that concerns

were activated more on the shift than at a particular place, and for

customers on the shift, concerns were activated depending on looking

for an deal with near present place or looking for an deal with near a

destination or the fastest way to a destination. However, Nylander et al.

(2009) discovered that users' concerns appropriate to regional

perspective accounted for only 15% of the concerns in their data.

2.3.2 Time

Time represents duration of the day, another essential aspect that

influences users' details needs (Beitzel et al., 2004; Bierig & Goker, 2006;

Cathedral & Smyth, 2007; Sohn et al., 2008; Teevan et al., 2011;

Heimonen, 2009) and can also be easily taken from Elephone Q mobile

phones. Beitzel et al. (2004) examined a look for log that had millions of

concerns from a commercial look for engine over a seven-day period.

The research is depending on the hours of the day, and the scientists

mentioned that users' looking actions were considerably affected by

plenty of duration of day. Bierig and Goker (2006) used a user-centred

empirical research and mentioned that the a great effect on users'

perception of usefulness from their research, higher than that of interest

and place. In contrast, Heimonen (2009) suggested a journal research

with eight experienced and active cellular customers for four weeks and

discovered that period was the second most essential contextual aspect

and that cellular concerns that were affected by time usually appropriate

to users' present actions. Cathedral and Smyth (2007) evaluated a cellular

Internet deal log for over 600,000 customers from a major European

cellular operator and mentioned that about 8% of cellular concerns from

their data proportional to time. Similarly, Sohn et al. (2008) conducted a

two-week journal research showing that 7% of concerns were

appropriate to business hours and 2% to movie times. Later, Teeven et al.

(2011) conducted a study that included 929 cellular visitors at a huge

software company and discovered identical outcomes, with 12% of the

concerns were appropriate to business hours and 5% to movie times.

2.3.3 Work Task

Li and Belkin (2008) described projects ‘activities individuals attempt to

accomplish in order to keep their perform or life moving on’ . Work

projects have been analyzed and described from various perspectives

(Jarvelin & Ingwersen, 2004; Vakkari, 2003; Hansen, 1999; Algon, 1999).

In the IR area, scientists are concerned with users' details looking for

behavior during procedure performance, and Bystrom (2002) described

perform projects as ‘a whole picture of a person’s actual perform which

heavily relies on details seeking’ . For the objective of our research,

perform procedure represents an action that individuals perform when a

cellular look for is activated.

Bystrom and Jarvelin (1995) categorized projects into six types: 1)

automatic details processing projects, 2) normal details processing

projects, 3) normal choice projects, 4) known, 5) genuine choice projects,

and 6) genuine choice projects depending on the degree of procedure

complexity. Automatic details processing projects are projects that can

be completely determined a priori and processed automatically. Normal

details processing projects can be almost determined a priori but need

some adjustments depending on the situation and constraints. Known

and genuine choice projects are projects for which the type and

framework of the outcomes is known a priori, but the procedure is

largely indeterminable. Genuine choice projects are projects in which

requirements, processes, and outcomes are indeterminable. These

projects are unexpected and unstructured.

Xie (1998) researched the connection between customer objectives and

details looking for behaviors. She mentioned that objectives and projects

are always associated in the details looking for procedure and

categorized four kinds of customer goals: ‘long-term goal’, ‘leading

look for goal’, ‘current look for goal’, and ‘interactive intention’. A

long-term objective is a user’s individual objective that takes a long a

chance to achieve, maybe an entire lifetime. A leading look for objective

is the objective of a user’ s present procedure that triggers details

looking for. A present look for objective represents the look for

outcomes that customers intend to obtain. Interactive intention

represents appropriate objectives that customers must achieve during

the procedure of achieving their present look for objective.

Bystrom and Hansen (2002) attempted to propose a framework that

integrated details looking for and recovery depending on the

conversation of perform projects in details environments. They divided

projects into three types: ‘work tasks’, ‘information-seeking tasks’,

and ‘information look for tasks’. Ingwersen and Jarvelin (2005) further

described ‘work tasks’ to consist of non-job projects or passions, such

as everyday projects. They categorized perform projects into three types:

1) natural perform projects, 2) simulated perform projects, and 3)

requests for details. Natural perform projects emerge from real life;

simulated perform projects are designed for research; and requests for

details are projects that assign look for subjects or requirements, such as

TREC IR experiments.

In the cellular look for sector, perform projects have been widely

analyzed. Sohn et al. (2008) argued that, together with efforts and place

aspects, action is an essential aspect that could give a better knowing of

users' cellular details needs. Amin et al. (2009) mentioned that action is

usually appropriate to users' present procedure or perform. Similarly,

Heimonen (2009) used a diary-based research to analyze how cellular

concerns could be affected by contextual aspects and mentioned that

cellular concerns usually help customers to complete the present

projects in which they are engaged.

2.3.4 Social Context

Social perspective usually represents cellular look for action that has

been conducted with other individuals (Heimonen, 2009; Amin et al.,

2009; Sohn et al., 2008). Previous research has revealed that public

perspective is an essential contextual aspect that considerably impact

users' cellular concerns (Wigelius et al., 2009; Dearam et al., 2008; Sohn

et al., 2008). Amin et al. (2009) mentioned that more than 75% of

location-based concerns were activated under public perspective and

that individual location-based look for was usually appropriate to team

details needs. They also discovered that most location-based concerns

were activated during conversations with individuals. These results are

just like the outcomes of Cui et al. (2008), who indicated that cellular

concerns have been widely used to support conversation to start new

discussions or launch new ideas from discussions. Cathedral et al. (2012)

conducted a research to examine why and how individuals use cellular

look for in public groups, and the outcomes highlighted that cellular

concerns with public perspective usually happened in different places.

Most of these concerns were motivated by curiosity or to assist with a

procedure.

Amini et al. (2013) mentioned that cellular regional online look for is

frequently a public action. They conducted a study and an exploratory

customer research which specially targeted on cellular regional online

look for. A cellular program was built to research how individuals

collaborate while conducting cellular look for. 63 customers were took

aspect in the study, and members were mostly looking for 'restaurants'

(60.3%), followed by 'other' (e.g. cinemas, bars; 14.3%), 'attractions'

(11.1%), and 'stores' (7.9%). They discovered that when collaborating on

concerns, it is more likely that the visitors are not very acquainted with

the area of look for. They also discovered that customers most often

collaborated with buddies, followed by close relatives and colleagues.

They summarised that public perspective is essential for cellular regional

online look for because individuals frequently look for with others and

that these concerns often involve the use of more than one mobile

cellphone.

Heikkinen et al. (2013) conducted a qualitative, contextual research

which targeted on JIAYU S3 mobile phones utilization in the car.

User-centred style technique Contextual Design was implemented in this

research which consisted of 6 real-life trips with a complete of eight

members - 6 drivers and 2 passengers. Three groups of projects were

recognized during car journeys: 1) enjoyment, 2) projects supporting

driving and the trip, and 3) work-related projects. They noticed the

importance of public networking and interaction solutions from

Elephone Q mobile phones, regardless of the trip type. In addition, they

also noticed public connections between drivers and passengers on two

trips, and the public peer support was essential for the driver, especially

with solutions requiring text input. They summarised that the car is an

extension of other situations and it contains a rich set of enjoyment

projects, such as use of public networking.

2.4 Conclusion and Research Gap

The past works mentioned above illustrate that look for behavior and

details needs are modifying depending on the fast adoption of mobile

cellphone looking (Church & Smyth, 2009; Heimonen, 2009; Sohn et al.,

2008). Early large-scale research followed the early path of Web looking,

with the most well-known subject for cellular look for being

adult-related subjects, but recent surveys have shown that adult-related

looking decreasing considerably, while regional solutions, social/dating,

and ecommerce concerns are increasing (Section 2.2.1). Furthermore,

past perform has indicated that the inspiration for concerns are different

when customers are on the shift, with more informative concerns being

activated while customers are on the shift (Section 2.2.2). Lastly, past

works also revealed the importance of place (Section 2.3.1), time (Section

2.3.2), perform procedure (Section 2.3.3), and public (Section 2.3.4)

contextual aspects. To offer better solutions, providers need to

comprehend users' look for behavior and inspiration in details. However,

few research have targeted on the connection between look for action

and inspiration (Taylor et al., 2009), and no prior research have

investigated the connections among perform procedure, look for action,

inspiration, and other key contextual aspects for cellular look for as a

whole. The aim of the present research is to deal with this gap.

3. METHODOLOGY

The aim of the research style was to discover the characteristics of

mobile cellphone look for, to examine how key contextual aspects

impact the look for, and to discover the connections among perform

procedure, inspiration, look for action, and other key contextual aspects.

For the objective of this research, it is necessary to gather data on typical

mobile cellphone concerns and appropriate contextual aspects. Various

research methods were considered and mentioned at the beginning of

this research. However, we discovered that an experiment is not

appropriate for the information collection because experimental designs

are restricted and lab settings may not good for in-depth discussions on

how cellular look for is motivated and affected by key contextual aspects.

Log-based research are well-known to analyze what and how individuals

finder through a huge variety of concerns, but it is difficult to observe

why the customers decide to conduct a certain look for, so it is not

appropriate for the objective of this research style because customer

inspiration is an essential aspect in our research, and the connections

among these aspects need to be evaluated. Diary research are a

well-known strategy to research customer look for behavior detailed

because it can capture what, why, and how customers look for, as well as

the appropriate contextual aspects that are appropriate to look for, but

all customers must be tracked and managed throughout the whole

procedure, and a journal research only targets some of customers. This is

not appropriate for the objective of the research at this level because,

depending on the research aim, we are trying to figure out whether there

is a connection among look for inspiration, look for action, and

appropriate contextual aspects. To achieve this, we need a huge variety

of samples, and a journal research could be used in the next level to

research the connection in more details after the connection has been

recognized. In a focus team interview, a individuals is requested about

their opinions, attitudes, or perceptions regarding a concept or idea. It is

good for scientists to gather data from team connections. However, the

technique is not appropriate for the present research. Other individuals

opinions on a customer's cellular look for action is not essential here.

Thus, a focus team interview is unsuitable. Because this research involves

categories of inspiration and look for action that have been suggested

before, it is depending on a certain theoretical framework, which

indicates that the grounded theory strategy is also not a appropriate

strategy.

Table 3. 1 details a range of literary works on various methods used in

the cellular area. After considering various methods and the objective of

the research style, an paid study combined with the critical incident

technique was used to gather data. The paid study has turned out to be

an effective technique of public science (Vehovar & Manfreda, 2008).

Evans and Mathur (2005) mentioned that an paid study can reach a huge

sample easily with convenience, at low cost, and anonymously, which

encourages members to offer actual details without breaching users'

privacy. It provides a foundation for us to gather typical mobile

cellphone concerns, and, by applying the critical incident technique, the

details of the customer's look for inspiration, look for action, and

appropriate contextual aspects can be collected. This strategy is more

like a combination of log-based research and diary-based research,

which can offer a chance to discuss the connections among perform

projects, inspiration, look for action, and other key contextual aspects in

more details.

3.1 Information Collection

3.1.1 Participants Recruitment

To gather typical mobile cellphone concerns for this research, smart

phone customers were targeted. To avoid non-smartphone customers,

the first query of the paid study requested customers to choose whether

they were smart phone customers or not. If the answer was no, the study

was finished and then discarded personally later. Because of quick

accessibility university resources, our paid study was mainly distributed

through a volunteer student subsciber details from University and a

regional Sheffield forum. To reach a huge amount and a diverse variety

of smart phone customers, we also used the ‘snowball’ technique

through various public networking sites to distribute our study, such as

Facebook, Twitter (mainly for English speaker ), Weibo, and WeChat

(mainly for Chinese speaker), and we also requested buddies to use their

public tools to distribute the study through their networks. Moreover,

because of our strong link with Chinese suppliers, we created a Chinese

version of the study and distributed it in Chinese suppliers as well, such

as in some major cities in Chinese suppliers such as Beijing, Taiyuan,

Zhejiang, where we have visitors, aiming to reach as many smart phone

customers as we could.

3.1.2 Questionnaire Design

To gather data, the critical incident technique (CIT) was employed. CIT is

a well-known research strategy that contains the research of human

actions, providing a systematic way to gather and analyze details in

human actions that can reflect experiences in real life (Lipu et al., 2007). A

study questionnaire was designed consisting of 30 questions in an online

format by LimeSurvey, hosted on University server, and requiring about

10 minutes on regular to complete (based on a lead study). The study is

available in two languages: English and Chinese. The questionnaire

contains three parts:

Part 1: Covers demographics and history, such as age, gender, etc.

Part 2: Concentrates on the respondents' common mobile cellphone

look for experience, such as the frequency of using JIAYU S3 mobile

phones to look for for details, etc.

Part 3: Concentrates on respondents' latest mobile cellphone look for

experience to ask where, when, and how they conducted a look for to

find the inspirations for the look for, figure out whether they were

satisfied with the outcomes, last but not least ask for feedback on the

look for experience.

For aspect 3 of this study, to capture details about users' latest mobile

cellphone look for, a list of start questions was asked:

•What did you look for for? (open)

•How did you look for for it? (open)

•What were you doing before the search? (open)

•What activated you to do the search? (open)

•What did you do after the search? (open)

•Where were you when you did this search? (closed)

•Who were you with when you did this search? (closed)

3.1.3 Pilot Study

A lead research was conducted before the launch of the study online.

The aim was to assess whether normal smart phone customers

understood each study query clearly and to examine whether extra

questions needed to be added or existing questions needed to be

amended. Furthermore, the common here we are at completing the

study was calculated and used to inform the various smart phone

customers before they started the study.

3.1.4 Research Ethic Concerns

For aspect 3 of the study, we requested for details about where, when,

what and how customers conducted their last mobile cellphone look for,

such as users' private details, so research ethics issues need to be

addressed. We obtained ethics approval from the university before the

study started, and we distributed the details sheet online and informed

members that they could stop or withdraw from the study whenever you

want, that all data will be kept confidential and anonymous, and that

data appropriate to customers can be deleted by request.

3.1.5 Participants' Profile

In complete, 365 customers took aspect in this survey; after verification

and dropping non-smartphone customers, the count of valid reactions

was 256. There were 142 female members, bookkeeping for 55.5% of the

complete reactions, and 114 male members, bookkeeping for 44.5% of

the complete reactions.

Figure 3.1 reveals that most of the members (168) fall into the 20-29 age

team, 66%, 40 members (16%) fall into the under-20 age team, 31 (12%)

fall into the 30-39 age team, 11 (4%) fall into the 40-49 age team, and six

(2%) fall into the 50 and above age team. Most of the members were

students (180), comprising 70%, 69 (27%) were employed full-time or

part-time, and the other seven (3%) have another employment status.

Figure 3.2 reveals that there were 104 iOS customers, bookkeeping for

41% of the members, and there were 132 Android operating system

customers, comprising 52% of the members. These were the two major

smart phone groups, bookkeeping for 93% of the study respondents .

Moreover, there were 11 Blackberry customers, bookkeeping for 4% of

the members, six (2%) use Windows mobile phones, and 3 (1%) use other

mobile phones, such as the Nokia Symbian. The iOS and Android

operating system mobile phones are dominant in the smart phone

market.

Figure 3.3 reveals that 204 customers (80%) have possessed a smart

phone for more than one year, 21 (8%) have possessed a smart phone

for more than six months, 29 (11%) have possessed a smart phone for

more than a month, and only two (1%) have possessed a smart phone for

less than one month. To summarise, most of our members are young

students using either Elephone Q or Android operating system mobile

phones who are acquainted with mobile phones and are assumed to be

experienced customers.

3.2 Information Analysis

3.2.1 Coding Procedure

Motivation

We have used the type of inspiration suggested by Taylor et al. (2009) to

our data (Section 2.2.2) to analyze the questions ‘What did you search?’

and ‘Why did you look for for this?’, and the information have been

personally categorized into each classification. Two assessors were

engaged in the classification procedure, with each assessor having

carried out the classification separately and then analyzed the outcomes

together. After correction and conversation, the final contract amount

between the two assessors of the type of look for inspiration was 87.5%

(Table 3.2). An inter-reliability research using the Kappa statistic was

conducted to figure out the consistency between the assessors, and the

inter-reliability for the assessors was Kappa = 0.82 (p<0.001) with 95% CI

(0.7616, 0.8783), Kappa>=0.80 indicates the level of contract is Strong,

which indicated that the information classification between two

assessors is reliable (64-81%). Four groups of inspiration were

recognized from our data: awareness, curiosity, diversion, and effective

time management.

Search Activity

We used the type of look for action suggested Taylor et al. (2009) to our

data (Section 2.2.3) and used it to analyze the query ‘How did you look

for for this?’ . Information exported from the study were personally

categorized into each classification. Two assessors were again engaged

in this classification procedure, each assessor carried out the

classification separately, and then two assessors analyzed the outcomes

together. After correction and conversation, the final contract amount

for the type of look for action was 88.7% (Table 3. 3). An inter-reliability

research using the Kappa statistic was conducted to figure out the

consistency between assessors, and the inter-reliability for the assessors

was Kappa = 0.85 (p<0.001), with 95% CI (0.7998, 0.9005), Kappa>=0.80

indicates the level of contract is Strong, which indicated that the

information classification between two assessors is reliable (64-81%). Six

groups of look for action were identified: status verifying, surfing around,

details collecting, reality verifying, in-the-moment, and planning.

Work Tasks

Work procedure was recognized depending on the query ‘What were

you doing before the search?’ Two assessors were engaged in the type

of perform task; each assessor carried out the classification separately

and then analyzed the outcomes together. After correction and

conversation, the final contract amount for the type of perform

procedure was 91%. An inter-reliability research using the Kappa statistic

was conducted to figure out the consistency between assessors, and the

inter-reliability for the assessors was Kappa = 0.80 (p<0.001), with 95%

CI (0.7467, 0.7992), Kappa>=0.80 indicates the level of contract is Strong,

which indicated that the information classification between two

assessors is reliable (64-81%). Please refer to Appendix 9.5 for the full

contract table. Seventeen groups of perform projects were identified:

working/studying, conversation, cooking/eating, travelling, unknown,

viewing TV, studying a newspaper/book, enjoying, waiting/taking a

break, shopping, e-mail, listening to music/radio, waking up, surfing

around the Web, public networking, housework, and in bed.

Topics

Search subjects were recognized depending on the query ‘What did you

look for for?’ and the classification scheme suggested by Cathedral and

Smyth (2008, 2009) was used to classify our data (Section 2.2.1). Fourteen

groups of look for subjects were identified: news/weather,

travel/commuting, enjoyment, common details, email/social network,

regional solutions, academic information/project, common shopping,

cooking/recipes/ingredients, trivia, sport, auto, mature, and

employment.

Location

Location was categorized depending on the closed query ‘Where were

you when you did this search?’ and one of four place groups was

selected by users: at home, at perform, on the shift, and other.

Social Context

Social perspective was categorized depending on the closed query

‘Who were you with when you did this search?’and one of four groups

of public perspective were selected by users: alone, with buddies, with

family, or with colleagues.

Considering the characteristics of the information, the connections

between perform procedure, inspiration, look for action, place, and

public perspective were researched through different statistical tests,

such as chi-square tests and S5620 Carlo actual tests (Section 3.2.1). The

SPSS software was used to execute these tests.

3.2.1 The S5620 Carlo Method

Although we tried to reach as many smart phone customers as possible,

some of our data sample is still small and does not meet the minimum

requirements for the chi-square analyze (any cell with less than 5). In this

case, the P value need to be calculated exactly, and Fisher's actual

analyze is valid for small samples. The issue with Fisher's actual analyze is

that it is normally used for a 2x2 table, and our data are much larger than

a 2x2 table can accommodate, so Fisher's actual analyze is not

appropriate for our data. In this situation, the S5620 Carlo technique

(Mehta & Patel, 1989), which provides an unbiased estimate of the actual

p value with no need to meet requirements of the asymptotic technique,

is a solution for our data. Mehta and Patel (1989) explained that the

S5620 Carlo technique is a repeated sampling technique. They

mentioned that, for any noticed table, there will be many tables, each

one with the same columns and rows as the noticed table. The S5620

Carlo technique repeatedly samples a given variety of these possible

tables to obtain an unbiased estimate of the actual p value.

4. RESULTS

The study has been conducted at the end 2013 and was run for one

month. 365 reactions were recorded, but 109 reactions did not finish the

qualitative aspect of this study. After verification and the elimination of

non-smart cellphone customers, the valid reactions numbered 256.

4.1 How Do Users Explore a Mobile Phone?

The overall aim of this area is to discover the characteristics of mobile

cellphone look for, to examine what was researched and why and how

customers conducted concerns on JIAYU S3 mobile phones to examine

the inspiration for mobile cellphone look for, the subjects they

researched for, and the look for action conducted during mobile

cellphone looking. Thus, the objectives of this area are as follows:

1) To examine cellular look for motivation

2) To examine cellular look for subjects

3) To examine cellular look for activities

4.2 What Are the Key Contextual Factors That Influenced Mobile Phone

Search?

The literary works evaluation area indicated that the concept of the

cellular perspective drew interest due to the growing role of cellular

details accessibility in lifestyle. Besides making telephone calls, Elephone

Q mobile phones are used for discovering places, looking for common or

public details, etc. While the technology enables these more complicated

functions and solutions, it also influences how customers look for for

details using JIAYU S3 mobile phones (Church et al., 2011; Sohn et al.,

2008).

The past area researched the characteristics of mobile cellphone look for

and evaluated not only the look for action conducted in mobile

cellphone look for but also the inspiration behind each look for.

Furthermore, according to the literary works evaluation, contextual

aspects are also essential in cellular look for. Therefore, the overall aim of

this area is to examine the key contextual aspects that affected mobile

cellphone look for discovered in our study. The particular objectives are

as follows:

1) To examine the place in the study data

2) To examine the public perspective in the study data

3) To examine perform projects in the study data

4.2.1 Locations

Table 4. 4 reveals that 129 concerns, bookkeeping for 50.4% of the

complete concerns, were conducted at home, 48 (18.8%) were

conducted at perform, 42 (16.4%) were conducted while customers were

on the shift, and 37 (14.5%) were conducted in other places that

customers not acquainted with, such as a coffee shop, hotel, train station,

etc.

Church et al. (2008) mentioned that home and perform are acquainted

places for customers, while ‘on the move’ or ‘other’ places are

different places for customers. As shown in Desk 2, in complete, about

70% of the complete concerns happened while customers were in a

acquainted area, and 30% of the complete concerns happened while

customers were in an different region.

4.2.2 Social Context

Table 4. 5 reveals that, in our study, 151 concerns, bookkeeping for 59%

of the complete concerns, happened while customers were alone, 48

(18.8%) happened while customers were with buddies, 34 (13.3%)

happened while customers were with family, and 23 concerns (9%)

happened while customers were with colleagues.

In complete, 105 concerns were conducted while customers were with

buddies, close relatives, or colleagues. Of these 105 concerns, 63 (60%)

emerged from a team action, and 48 (45.7%) affected a team action.

4.2.3 Work Task

Table 4. 6 reveals that the most well-known perform procedure is

working/studying. Forty-one cellular concerns were activated under this

perform procedure, bookkeeping for 16% of the complete concerns. This

classification represents customers working or studying when the look

for was conducted. These consist of 'writing code on the train', working

in office, and studying at home.

The second most well-known perform procedure is conversation; 40

concerns were activated under this perform procedure, bookkeeping for

15.6% of the complete concerns. This classification contains concerns

conducted while customers were in conversation with others. These

consist of conversation with buddies, discussing a person, ‘ talking

about a play with friend’ , chatting on Skype, and ‘ talking to my

flatmate’

The third most well-known perform procedure is cooking/eating; 28

concerns were activated under this perform procedure, bookkeeping for

10.9% of the complete concerns. These concerns were conducted while

customers were cooking or eating. These consist of making breakfast,

having breakfast, drinking coffee, having dinner, and ‘eating an apple’.

The fourth most well-known perform procedure is travelling; 23 concerns

were conducted under this perform procedure, bookkeeping for 9% of

the complete concerns. The concerns were conducted while customers

were travelling or on the way to a destination. These consist of ‘coming

home from the university’, ‘on the way to pick my wife up from work’,

‘on the coach to Rotterdam’, and ‘walking to a friend's house’.

Under the viewing TV perform procedure, 15 concerns were activated,

bookkeeping for 5.9% of the complete concerns and representing

concerns conducted while customers were viewing TV or a movie. These

consist of viewing TV, viewing a film, and ‘watching EastEnders’.

Twelve concerns were activated under the studying newspaper/book

perform procedure, bookkeeping for 4.7% of the complete concerns. The

concerns were conducted while customers were studying newspapers or

books. These consist of ‘ reading the Times’ , studying a novel, and

‘reading the Daily Mail’.

Eleven concerns were conducted under the enjoying perform procedure,

bookkeeping for 4.3% of the complete concerns, representing concerns

conducted while customers were getting referrals or Elephone Q mobile

phones. These consist of gaming, enjoying games, and ‘playing on my

JIAYU S3’.

The waiting/taking a break perform procedure, like the enjoying,

accounted for 11 concerns (4.3% of the complete searches). For this

classification, concerns were conducted while customers were patiently

waiting or relaxing. These consist of ‘waiting in the car’, ‘waiting for

a seminar to start’, ‘waiting for the driver to come’, ‘waiting for a bus’,

and ‘taking a break during work’.

4.3 What Is the Relationship among Work Task, Motivation, Search

Activity, and Other Key Contextual Factors?

Previous chapters researched the characteristics of mobile cellphone

look for (Section 4.1) and the key contextual aspects that are essential for

mobile cellphone look for (Section 4.2). This made it possible to further

analyze and comprehend mobile cellphone look for in greater details.

The overall aim of this area is to further analyze and analyze whether

there is a connection among perform procedure, inspiration, look for

action, and other key contextual aspects, or to identify the

inter-relationship between these aspects depending on the chi-square or

actual analyze with the S5620 Carlo option if any cell has a outcome

under 5 (Section 3.2.1). The particular objectives are as follows:

1) To examine the connection between look for inspiration and look

for activity

2) To examine the connection between perform procedure and look

for motivation

3) To examine the connection between place and other factors

4) To examine the connection between public perspective and other

factors