An Application of Conjoint Analysis to Dating Websites

• Main Authors: Yi-HsinKuo, 郭逸欣
• Other Authors: Yao-Chuan Tsai
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/83095471589366732454

碩士 === 國立成功大學 === 國際企業研究所碩博士班 === 100 === According to a survey conducted by the directorate general of budget, accounting and statistics (DGBAS) of executive yuan in 2011, The number of singles increases about 20% for all ages in this decade. The biggest dating website in Taiwan has more than 3.5 million members. Dating websites could be divided into two categories. One is marriage and love type, the other one is social type. This study would focus on marriage and love type dating websites. This study’s objectives are to explore the attribute preferences of dating website users and to explore the differences which exist among various market segmentation groups of dating website users. The study results indicated that” browse right of personal page” is the most important attribute in the dating websites, which followed by “certificate process of registration” and the least important attribute is” quantity limitation of message board”. “Set by user” is the favorite level for users, and “cannot set” is not acceptable for most users. The findings of this study provide general guideline that how to set an ideal dating websites among different features in order to attract more users.