Indian Millennials’ continued usage intentions toward online dating apps: the interplay between trust and perceived autonomy DOI

W John,

Asif Hamid Charag, Irfan Bashir

et al.

Young Consumers Insight and Ideas for Responsible Marketers, Journal Year: 2025, Volume and Issue: 26(2), P. 207 - 226

Published: Jan. 15, 2025

Purpose This study aims to empirically examine the role of privacy, security, trust and autonomy in Millennials’ continued use online dating applications. Emerging markets have been famous for their rapid modernization, growth cultural shifts. Yet, consumer worries about consumption need be addressed literature through a better understanding behavioural intentions. examines interplay underlying variables by testing conceptual framework grounded on theory reasoned action (TRA), self-determination (SDT) information systems continuance (ISCT) with regard an emerging market. Design/methodology/approach A cross-sectional quantitative research design is adopted. Using well-designed structured questionnaire adapted from established scales, data was collected survey featuring 332 substantive responses actively involved Millennial users apps India. The analysed using confirmatory factor analysis (CFA) structural equation modelling (SEM) IBM SPSS AMOS (Analysis Moment Structures) 24.0 provide evidence reliability validity constructs alongside hypothesis proposed model. Furthermore, Preacher Hayes’ (2004) approach used explore mediation effects. Findings results show that positively affect apps. further reveals autonomous behaviour motivates Millennials apps, overriding concerns privacy security. indicate fully mediates relationship between concern perceived security usage intention. Therefore, affects users’ intentions continue as it bridges effect platform, making these dimensions relevant whole. Research limitations/implications provides critical insights into practice. findings demonstrate more significant motivating than perceptions In addition, plays crucial mediating variables. app developers, marketers stores can motivate platforms encouraging sense freedom inner self, fostering engagement conveying user trust. Originality/value Several studies investigated pre-adoption little attention has paid usage. unique theoretical model perspective uncovers post-adoption integrating TRA, SDT ISCT. integration offers futuristic refined human considering both cognitive motivational aspects. establishes outweighs

Language: Английский

Indian Millennials’ continued usage intentions toward online dating apps: the interplay between trust and perceived autonomy DOI

W John,

Asif Hamid Charag, Irfan Bashir

et al.

Young Consumers Insight and Ideas for Responsible Marketers, Journal Year: 2025, Volume and Issue: 26(2), P. 207 - 226

Published: Jan. 15, 2025

Purpose This study aims to empirically examine the role of privacy, security, trust and autonomy in Millennials’ continued use online dating applications. Emerging markets have been famous for their rapid modernization, growth cultural shifts. Yet, consumer worries about consumption need be addressed literature through a better understanding behavioural intentions. examines interplay underlying variables by testing conceptual framework grounded on theory reasoned action (TRA), self-determination (SDT) information systems continuance (ISCT) with regard an emerging market. Design/methodology/approach A cross-sectional quantitative research design is adopted. Using well-designed structured questionnaire adapted from established scales, data was collected survey featuring 332 substantive responses actively involved Millennial users apps India. The analysed using confirmatory factor analysis (CFA) structural equation modelling (SEM) IBM SPSS AMOS (Analysis Moment Structures) 24.0 provide evidence reliability validity constructs alongside hypothesis proposed model. Furthermore, Preacher Hayes’ (2004) approach used explore mediation effects. Findings results show that positively affect apps. further reveals autonomous behaviour motivates Millennials apps, overriding concerns privacy security. indicate fully mediates relationship between concern perceived security usage intention. Therefore, affects users’ intentions continue as it bridges effect platform, making these dimensions relevant whole. Research limitations/implications provides critical insights into practice. findings demonstrate more significant motivating than perceptions In addition, plays crucial mediating variables. app developers, marketers stores can motivate platforms encouraging sense freedom inner self, fostering engagement conveying user trust. Originality/value Several studies investigated pre-adoption little attention has paid usage. unique theoretical model perspective uncovers post-adoption integrating TRA, SDT ISCT. integration offers futuristic refined human considering both cognitive motivational aspects. establishes outweighs

Language: Английский

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