Emotions online dating

The statements of measures are modified accordingly to fit the online dating context.

Crucial to anticipatory emotions are the personal stakes vested in an event.

In the same vein, in an online dating searching task, the success of finding a satisfactory dating candidate is a great personal stake such as self-esteem, a self-perceived subjective welfare and possible recognition from peers and family of one’s social competences (especially in a Chinese cultural context).

Salespersons spend a good deal of time thinking about their selling strategy, listing steps and formulating strategies for a given promotion (territory planning); they will also target specific accounts or have their priority accounts first in pushing sales (account-specific planning); lastly, salespersons also exert personal effort, usually with comparisons to other peer salespersons in assessing the time and intensity of effort put into a task.

Managers are struggling to keep their customers motivated: Thomas Enraght-Moony, CEO of Match.com, complained that ‘there are 93 million single people in America — only 3 million use online dating services. In this study, I aim to investigate the causal link between anticipatory emotions (affective process of cyber-psychology) and volitions (cognitive process of cyber-behaviour).

This study examines the relationship between the emotions elicited in users when using an e-service and their motivational volition behaviour developed with this e-service provider.

Positive anticipatory emotions (PAEs) and negative anticipatory emotions (NAEs) emerge when such appraisals of the consequences are either positive or negative, respectively.

In this study, I borrow anticipatory emotion measures based on prior research.

Nevertheless, a highly emotional context like online dating has received relatively little attention.

This is an important issue because online dating customers’ emotions emerge during or even before the dating service encounter, whereas I would traditionally treat customer emotions as post-consumption emotions at the end of the service delivery.

Partial least squares structural equation modelling techniques validate the hypotheses and yield some interesting findings regarding the interplay among PAEs, NAEs and three types of volition.

With the maturity and pervasiveness of e-business and the operational simplicity of task-based online self-services, online dating nowadays is increasingly becoming a popular pursuit for many consumers.

Existing literature on customer emotions devotes much attention to post-consumption emotions, which are feelings elicited towards actual external stimuli.

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