Influencing Factors Behind Dating App Usage: A Case Study in Bangkok, Thailand
Journal Title: Advance Knowledge for Executives - Year 2023, Vol 2, Issue 3
Abstract
Objective: The objective of this study is to examine the primary factors influencing an individual's inclination to use dating apps in Bangkok, Thailand, particularly focusing on perceived ease of use, perceived usefulness, privacy considerations, and attitude. Methodology: Adopting a quantitative approach, this study employed questionnaires as the primary data collection method. A sample of 399 dating app users in Bangkok, Thailand, was selected for participation. Hypotheses were rigorously tested, and data analysis was carried out using analytical software and statistical techniques for thorough examination. Result: Perceived ease of use and perceived usefulness did not significantly affect users' intentions to use dating apps. However, privacy considerations and user attitudes were identified as significant factors influencing the intention to use dating apps. Conclusion: These findings provide valuable insights into dating app adoption, highlighting the significance of factors like privacy and user attitudes. They suggest that user decisions go beyond usability and utility, emphasising the need to consider these additional factors in app development, marketing, and privacy policies as the digital dating landscape evolves.
Authors and Affiliations
Mahakheeta, K. , Bhumpenpein, N. , Kornvasurom, K. , Wirojpet, C. , Kumsuk, V. & Kanjana, P.
Keywords
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