Exploring the adoption patterns of matrimonial apps: An analysis of user gratifications

Sowmya G, Debarun Chakraborty, Aruna Polisetty and Ravi Kumar Jain

Journal of Retailing and Consumer Services, 2024, vol. 78, issue C

Abstract: Matrimonial applications have become an indispensable component of the matrimonial landscape in India, facilitating individuals to expand their search for possible matches and make well-informed choices on their life mates. The emergence of marital apps can be traced back to approximately ten years ago. However, there exists a significant level of uncertainty and mixed feelings regarding the acceptance and utilisation of these apps. Previous research has predominantly concentrated on interconnected domains such as online dating, social networking, and the influence of technology on relationships. However, there exists a noticeable dearth of extensive scholarly investigations that exclusively centre on marital applications. Expanding upon the theoretical framework of the Uses and Gratification theory, researchers did a longitudinal analysis over three distinct time periods, with a total of 477, 456, and 429 participants. The purpose of this study was to investigate the factors that influence purchase motivation, adoption suggestion, and user happiness within the context of marital applications. The results obtained from the structural equation modelling indicate that convenience gratification, information gratification, and personal-identity gratification are significant predictors of the purchase motive for marital applications. Furthermore, the findings from the first wave of data analysis provide confirmation of the influential role played by community orientation inside these applications. The results of the second wave of data analysis provide confirmation of the influential role played by the moderators, innovativeness and privacy concerns in enhancing consumers' intention to adopt and advocate a certain product or service. Ultimately, the results of wave 3 validate the significance of moderating variable, user experience, in augmenting user pleasure with these applications. The study elaborates that managers must acknowledge the changing dynamics in society norms and desires, as the younger generation progressively adopts technology to seek romantic partners. Furthermore, it is crucial to have efficient marketing techniques that align with the cultural intricacies of various communities in India. This study contributes to the comprehensive comprehension of consumer behaviour within the context of marital applications, providing exciting theoretical and managerial implications for the adoption and deployment of these technologies.

Keywords: Technology adoption; Use and gratification theory; Matrimonial apps; Longitudinal study; Purchase motivation (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:78:y:2024:i:c:s0969698924000274

DOI: 10.1016/j.jretconser.2024.103731

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