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“Since he knew that I studied online behavior, he suggested, ‘Why don’t you study this?
'” The site, referred to in the study by the fictitious name of mon Cherie.com, is one of the largest online dating websites in North America.
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The study could lay the groundwork for further academic analysis of online dating sites.
“We expect future research to examine in more depth the issue of match quality and longterm outcomes as they relate to marriage, happiness, longterm relationships, and divorce,” the researchers conclude.
Jui Ramaprasad, an assistant professor of information systems at Mc Gill University’s Desautels Faculty of Management, explains the reason why: Women don’t like to send personal messages to initiate contact.
In other words, she says, “We still see that women don’t make the first move.” Instead, they tend to send what the researchers call a “weak signal.” “Weak signaling is the ability to visit, or ‘check out,’ a potential mate’s profile so the potential mate knows the focal user visited,” according to the study.
“So the anonymity feature doesn’t change things so much for men.” Experiments of this sort could be used in a range of online-matching platforms to help understand how to improve the consumer experience – though it’s important that the experiments be done ethically, the researchers say.
“Even though people are willing to pay to become anonymous in online dating sites, we find that the feature is detrimental to the average users,” says Ravi Bapna, study coauthor and a professor at the University of Minnesota.
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