Qualitative data analysis can employ rigorous and systematic processes [29] and [79]. This study employed qualitative content analysis to explore the web enjoyment experience and its connections to informal online learning. Content analysis provides a rigorous mechanism for analysis of narrative data. It can be used to identify the purposes or tendencies of an individual, groups, or organizations; resolve the psychological or emotional status of individuals or groups; describe behavioral and/or attitudinal responses; and provide steps for conceptual analysis [5]. This study combined the formal procedures of Rossman and Rallis [79] with suitable guidelines for analyzing data of Eisenhardt [26], and Glaser and Strauss [34]. Following Sarker and Sarker's [80] approach, Table 2 summarizes the main activities of the study and the corresponding key methodological considerations of this research.