A Study of the Effects of Consumer Use Factors on Online Dating Sites

• Main Authors: Yi-Ze Lee, 李宜澤
• Other Authors: Che-Chen Liao
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/56078479307702353058

碩士 === 國立中正大學 === 資訊管理學系暨研究所 === 102 === 　　Due to the prevalence of Internet service in recent years, online dating sites become mainstream among the social tools on develop interpersonal relationships. Users through seraching and matching functionality,specify exactly characteristics they are looking for, and got preliminary understanding on personal profile. If interesting, users can send private message strengthen the personal relationships. Users have differenet motivation and goals, in addition to online dating sites gender proportion unbalanced. Therefore, the principal assignment of online dating provider is to focus on what consumers really need, and increase the perceived value of online dating service. The purpose of this study is Investigate the effects of consumer use factors on online dating sites, and the intention of pay or continued use. On the other hand our study comparing the relationship between gender difference on factors. 　　Data for the study were collected from 410 valid internet questionnaires. This research analyzed by structural equation modeling with Partical Least Squares (PLS) approach to validate the hypotheses. The results show that users can strengthen perceived value by increasing Entertainment, Meeting new people, Social support, Love, Curiosity and Loneliness or lower Perceived fee, Personal Security and Recognition when using online dating sites, in addition to male/female types have significant difference in more factors. In addition, Perceived value has significant effect Satisfaction, Intention to pay and Continuance intention. The results of this study provide references and suggestions on academic and practical area.