Aaliyah Siddiqui, Debarun Chakraborty, Mujahid J. Siddiqui
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Dating Dilemma: Predicting the barriers to adoption of Online Dating Apps (ODAs) Applying Innovation Resistance Theory
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.
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.
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