Indian Millennials’ continued usage intentions toward online dating apps: the interplay between trust and perceived autonomy
Authors: John Waseem , Charag Asif Hamid , Bashir Irfan 
Published: January 2025

Purpose

This study aims to empirically examine the role of privacy, security, trust and autonomy in Millennials’ continued use of online dating applications. Emerging markets have been famous for their rapid modernization, growth and cultural shifts. Yet, consumer worries about online dating consumption need to be addressed in the literature through a better understanding of their behavioural intentions. This study examines the interplay of the underlying variables by testing a conceptual framework grounded on the theory of reasoned action (TRA), the self-determination theory (SDT) and the information systems continuance theory (ISCT) with regard to an emerging market.

Design/methodology/approach

A cross-sectional and quantitative research design is adopted. Using a well-designed structured questionnaire adapted from established scales, data was collected through a survey featuring 332 substantive responses from actively involved Millennial users of online dating apps in India. The data was analysed using confirmatory factor analysis (CFA) and structural equation modelling (SEM) through IBM SPSS AMOS (Analysis of Moment Structures) 24.0 to provide evidence of the reliability and validity of constructs alongside testing the hypothesis in the proposed model. Furthermore, Preacher and Hayes’ (2004) approach is used to explore mediation effects.

Findings

The results show that autonomy and trust positively affect the continued use of online dating apps. The study further reveals that autonomous behaviour motivates Millennials to use online dating apps, overriding their concerns for privacy and security. Furthermore, the results indicate that trust fully mediates the relationship between concern for privacy, perceived security and continued usage intention. Therefore, trust affects users’ intentions to continue using online dating apps as it bridges the effect of users’ concern for privacy and the perceived security in the online dating platform, making these dimensions relevant as a whole.

Research limitations/implications

This study provides critical insights into the theory and practice. The findings demonstrate that autonomy is more significant in motivating Millennials to use online dating apps than concerns about privacy and perceptions of security. In addition, trust plays a crucial role in mediating the relationship between these variables. Therefore, app developers, app marketers and app stores can use the findings to motivate Millennials to continue using their platforms by encouraging a sense of freedom and a better inner self, fostering engagement and conveying user trust.

Originality/value

Several studies have investigated the pre-adoption behaviour of users of online dating apps, and little attention has been paid to continuance usage. This study provides a unique theoretical research model and perspective for online dating apps that uncovers the role of concern for privacy, perceived security and trust that affect post-adoption behaviour by integrating the TRA, SDT and ISCT. This integration offers a more futuristic and refined perspective on human behaviour by considering both cognitive and motivational aspects. The study establishes that autonomy outweighs concern for privacy and perceived security.