Dating Dilemma: Predicting the barriers to adoption of Online Dating Apps (ODAs) Applying Innovation Resistance Theory

Q2 Business, Management and Accounting Journal of Promotion Management Pub Date : 2023-03-06 DOI:10.1080/10496491.2023.2187001

Aaliyah Siddiqui, Debarun Chakraborty, Mujahid J. Siddiqui

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引用次数: 2

Abstract

Abstract This study intended to identify the barriers that inhibit the adoption of online dating apps (ODAs). It applied innovation resistance theory, with attitude being used as a moderator. A sample of 440 responses from ODAs users was analyzed using structural equation modeling. The three barriers of risk, usage, and tradition have a significant negative influence on the adoption intention of ODAs. Attitude was found to moderate the association between the usage barrier and adoption intention, whereas attitude did not moderate the association between the risk barrier and adoption intention or that between the tradition barrier and adoption intention. Age, gender, income, educational qualification, and household size were used as control variables. The study contributes to the current body of knowledge by identifying the barriers that influence the adoption intention of ODAs. Practical implications for the professionals and firms engaged in ODAs, as well as theoretical contributions, demonstrate the benefits of the study.

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约会困境：应用创新阻力理论预测在线约会应用程序的采用障碍

摘要本研究旨在确定阻碍在线约会应用程序（ODA）采用的障碍。它应用了创新阻力理论，态度被用作调节因素。使用结构方程建模对来自ODA用户的440个响应样本进行了分析。风险、使用和传统三个障碍对ODA的采用意愿有显著的负面影响。态度可以调节使用障碍与收养意愿之间的关联，而态度不能调节风险障碍与收养意向之间的关联或传统障碍与收养意图之间的关联。年龄、性别、收入、学历和家庭规模被用作控制变量。该研究通过确定影响ODA采用意图的障碍，为当前的知识体系做出了贡献。对从事ODA的专业人员和公司的实际影响以及理论贡献表明了该研究的好处。

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来源期刊

Journal of Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.