Abstract
The online dating environment is full of uncertainties, and thus online daters use various searchable and experiential cues to determine whether online potential partners are in line with their expectations. Uncertainties caused by information asymmetry between dating parties are likely to influence their predicted outcome value judgment. To reduce the uncertainty of online mating, we propose a research model based on signalling theory to examine how two evaluative approach (the trait-evaluation and live-interaction approach) influence the level of online mate uncertainty and the predicted outcome value judgment of online daters. In addition, we also examine the moderating effect of perceived physical attractiveness on the relationship between online mates’ levels of uncertainty and the perceived outcome value judgment. The contributions of two evaluative approach on online dating are also discussed in this study.
Recommended Citation
Lo, Louis Yi-Shih and Lin, Sheng-Wei, "Reduce Uncertainty of Online Potential Mates: Employing Signalling Theory" (2018). PACIS 2018 Proceedings. 24.
https://aisel.aisnet.org/pacis2018/24