A Study on Factors Affecting the Adoption of Mobile Dating Service

• Main Authors: CHEN, PO-YUAN, 陳柏元
• Other Authors: HSIEH,KUN-LIN
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/17895587095309481241

碩士 === 國立臺東大學 === 資訊管理學系碩士班 === 103 === Cyberspace has become a common social environment for human beings. The growth of mobile network environments has accelerated its accessibility, and combined with the emergence of easy-to-use tools such as smartphones and tablets, has led online dating services to be largely superseded by mobile dating services. This study seeks to explain users’ participation-intention and behavior on mobile dating services by extending the Theory of Planned Behavior (TPB) through the inclusion of the disinhibition effect, social anxiety, self-disclosure, emotional value and Media Richness Theory. A total of 384 participants were recruited via convenience sampling to respond a 31-items questionnaire about mobile dating service. The results suggest that, on mobile networks, the disinhibition effect and social anxiety both tend to have significant effects on self-disclosure. Self-disclosure also has a significant impact on the emotional value of a user’s usage experience. With regard to the participants’ intentions to participate in mobile dating, we found that emotional value, self-disclosure, media richness and subjective norms all had significant effects. Lastly, users’ participation-intentions had significant effects on their participation behavior. This study carries important practical implications for the software industry and researchers investigating why people increasingly patronize mobile dating services despite the inherent risks involved.