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Calculating the consequences of dating sites’ assets in individual self-presentation and peer-interactivity on company performance

Calculating the consequences of dating sites’ assets in individual self-presentation and peer-interactivity on company performance

Abstract

With internet companies increasingly buying brand brand brand new technologies and applications to help make their sites appealing, social and interactive with e-store customers, less is famous in regards to the success motorists for example types of e-store, particularly online internet dating sites. Online dating sites are characterised by clients’ heavy utilization of self-presentations and high regularity of peer-to-peer interactions with all the aim of getting a partner. Nonetheless, their particular share to internet dating sites’ firm performance is confusing. This informative article is designed to empirically examine the results associated with two customer-focused internet functions: client self-presentation and peer-interactivity on firm-performance making use of information from the dating website that is chinese. The findings confirm the key part of self-presentation for the dating web web web site, where in addition considerably influences the degree of peer-interactivity, traffic to a person’s profile web web web page, and firm performance. Yet, the result of peer-interactivity is certainly not obvious using this test. Overall, this research provides measures in a structural model, findings from where would assist e-marketers to strategically appropriate internet opportunities in either function for boosting firm performance.

INTRODUCTION

Online dating sites in Western communities has created an industry that is mature competition has entered a phase where businesses are increasingly focusing on also smaller niche areas for clients of certain events, areas and vocations for differentiation and profitability. 1 Modelled on eHarmony and Match.com, online dating sites in Asia have become quickly parallel to the international trend yet on a unique learning bend.