User Behaviors, User Engagement, and Consequences
Loading...
Paper Type
Completed
Paper Number
2534
Description
Online matching platforms require new approaches to market design since firms can now control many aspects of search and interaction process through various IT-enabled features. While choice capacity—the size of choice set and the number of choices a platform offers to its customers—is one of the key design features of online matching platforms, there has been lack of understanding of its impact on engagement and matching outcomes. In this study, we examine the effect of different choice capacities on the number of choices and matches on the platform by conducting a randomized field experiment in collaboration with an online dating platform. We find that providing higher choice capacities to male and female users have different effect on choice behaviors and matching outcomes. We find that while increasing the choice capacity of male users yields the highest number of choices, increasing the choice capacity of female users turns out to be the most effective way to increase matching outcomes.
Recommended Citation
Jung, JaeHwuen; Lim, Hyungsoo; Lee, Dongwon; and Kim, Chul, "Are More Choices Better? Examining the Impact of Choice Capacity in Online Dating Platform" (2020). ICIS 2020 Proceedings. 21.
https://aisel.aisnet.org/icis2020/user_behaviors/user_behaviors/21
Are More Choices Better? Examining the Impact of Choice Capacity in Online Dating Platform
Online matching platforms require new approaches to market design since firms can now control many aspects of search and interaction process through various IT-enabled features. While choice capacity—the size of choice set and the number of choices a platform offers to its customers—is one of the key design features of online matching platforms, there has been lack of understanding of its impact on engagement and matching outcomes. In this study, we examine the effect of different choice capacities on the number of choices and matches on the platform by conducting a randomized field experiment in collaboration with an online dating platform. We find that providing higher choice capacities to male and female users have different effect on choice behaviors and matching outcomes. We find that while increasing the choice capacity of male users yields the highest number of choices, increasing the choice capacity of female users turns out to be the most effective way to increase matching outcomes.
When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.