Adoption Intention Of Marriageable Groups On Dating Sites

With the rapid development of network dating market in recent years, dating sitesgradually go into the marriageable groups’ life as a novel way of blind dating. The rapidpenetration of network and gradual emancipation of people’s concept of marriage makethe dating sites develop fast. While there are a large number of them in China, datingsites are still in their early stage of development. There are two problems they are facedwith: The first is serious homogenization between them, and the second is the lowprofitability, which means only a few sites are profitable. How to make their websitesstand out in the fierce competition, and thus to seize the market and seek sustainabledevelopment of enterprises has become the focus of the attention of the operators of thedating sites.Through in-depth analysis of the concept of dating sites, structure, characteristics,development status and profit model, this paper explores the key elements of healthy andsustainable development of dating sites to attract new users. The paper comprehensivecombs the technology acceptance theory, including theory of reasoned action, technologyacceptance model, theory of planned behavior, theories of motivation on the SNS sites,the trust in the network environment and experienced and inexperienced people. Thispaper bases on the theory of planned behavior model and the theory of motivation, sumsup the motivation of the use of dating sites, adds the factors of trust, builds a model ofmarriageable groups’ intention to use dating sites, and designs a variable measurement.About empirical research, this paper divides respondents into two categories,inexperienced (has not used dating sites) and experienced (has used dating sites). Afteranalyzed the two sets of data, the paper puts in-depth analysis and comparison of themodel results.According to the analysis of the empirical results, on the one hand, this paperverifies the effectiveness of adoption intention of marriageable groups on dating sites, onthe other hand, compares the difference of impact factors of the two groups on the useintention of dating sites. Finally, depending on the difference of influencing factors, thispaper gives out some reference proposals for how to attract new users.