Discussing User Intention of Dating Mechanism on Dating Platform – Dcard

• Main Authors: Ting-Hao Hsu, 許庭浩
• Other Authors: 粟四維
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/16762086400430742246

碩士 === 國立中央大學 === 資訊管理學系 === 104 === Thanks for the flourish of the Internet and the fully developed technology, social network media - such as dating platform, forum, and instant messaging software - has become popular. At the same time, more and more Internet users have indulged in the virtual world. It has affected people’s interaction and social behaviors, so online dating has become a trend. Compared to several dating platforms, we found that “Dcard” has a unique dating mechanism which is “card drawing”. The card drawing mechanism of Dcard has appealed tens of thousands of college students becoming the dating platform users. Therefore, the study is going to discuss the impact factor of user intension of dating mechanism on the basis of Theory of Planned Behavior (TPB), attached with involvement, perceived value, and social anxiety. According to the study result, users’ attitude, perceived behavior control, and involvement toward card drawing mechanism can positively affect the use intension on card drawing mechanism, and the use intension on card drawing mechanism also can be positively affected by users’ utilitarian perceived value. The study result can be taken in advice by dating platform operators for making business decision or designing the function of the dating platform.