Incorporating Web Semantics, the Technology Acceptance Model, and the Theory of Planned Behavior for Analyzing User Intentions on Dating Apps

Abstract

Online dating apps have become increasingly popular in recent years as a tool for finding partners. However, there is a gap in research on the comprehensive factors that influence users' intentions to prefer online dating apps over traditional means, specifically in Indonesia. The present study thus proposes using web semantic techniques and integrates the technology acceptance model and the theory of planned behavior to get a holistic perspective on predicting users' intentions in online dating. The questionnaires analyzed using SEM-PLS indicate that the attitude toward online dating is positively affected by the perceived ease of use and perceived usefulness. Additionally, attitude, subjective norms, and self-efficacy positively affect the intention to utilize online dating apps. The research thus introduces a consolidated technology to offer new insights and implications for the design and marketing of online dating apps by highlighting the importance of user-friendly interfaces, perceived benefits, social influence, and individual confidence in using the apps.