Location and Modality Effects in Online Dating: Rich Modality Profile and Location-Based Information Cues Increase Social Presence, While Moderating the Impact of Uncertainty Reduction Strategy

Soyoung Jung, Soojin Roh, Hyun Yang, Frank Biocca

Research output: Contribution to journalArticle

3 Scopus citations

Abstract

This study investigates how different interface modality features of online dating sites, such as location awareness cues and modality of profiles, affect the sense of social presence of a prospective date. We also examined how various user behaviors aimed at reducing uncertainty about online interactions affect social presence perceptions and are affected by the user interface features. Male users felt a greater sense of social presence when exposed to both location and accessibility cues (geographical proximity) and a richer medium (video profiles). Viewing a richer medium significantly increased the sense of social presence among female participants whereas location-based information sharing features did not directly affect their social presence perception. Augmented social presence, as a mediator, contributed to users' greater intention to meet potential dating partners in a face-to-face setting and to buy paid memberships on online dating sites.

Original languageEnglish (US)
Pages (from-to)553-560
Number of pages8
JournalCyberpsychology, behavior and social networking
Volume20
Issue number9
StatePublished - Sep 1 2017

Keywords

  • gender difference
  • location-based information sharing (LBIS)
  • modality richness
  • social presence
  • uncertainty reduction strategies (URSs)
  • user interface

ASJC Scopus subject areas

  • Social Psychology
  • Communication
  • Applied Psychology
  • Human-Computer Interaction
  • Computer Science Applications

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