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Contribution to Book
A trination analysis of social exchange relationships in e-dating
Social networking communities and e-dating services: Concepts and implications
  • Sudhir H. Kale, Bond University
  • Mark T. Spence, Bond University
Date of this Version
1-1-2009
Document Type
Book Chapter
Publication Details
Interim status: Citation only.

Kale, S. H., & Spence, M. T. (2009). A trination analysis of social exchange relationships in e-dating. In C. Romm-Livermore & K. Setzekorn (Eds.), Social networking communities and e-dating services: Concepts and implications (pp. 314-328). Hershey, PA: IGI Global.

Access the publisher's website.

2009 HERDC submission. FoR code: 1504

© Copyright 2009 IGI Global. All rights reserved.
ISBN
978-1-60566-104-9 (hardcover); 978-1-60566-105-6 (ebook)
Disciplines
Abstract

More than half a billion users across the globe have availed themselves of e-dating services. This chapter looks at the marketing and cross-cultural aspects of mate-seeking behavior in e-dating. We content analyzed 238 advertisements from online matrimonial sites in three countries: India (n=79), Hong Kong (n=80), and Australia (n=79). Frequencies of mention of the following ten attribute categories in the advertiser’s self-description were established using post hoc quantitative analysis: love, physical status, educational status, intellectual status, occupational status, entertainment services, money, demographic information, ethnic information, and personality traits. Past research on mate selection using personal ads and the three countries’ positions on Hofstede’s dimensions of culture were used in hypotheses generation. The results support several culture-based differences in people’s self-description in online personal ads; however, some anticipated differences were not realized, suggesting that some cultural differences may not be as strong as Hofstede (2001) suggests.

Citation Information
Sudhir H. Kale and Mark T. Spence. "A trination analysis of social exchange relationships in e-dating" 1stHershey, PASocial networking communities and e-dating services: Concepts and implications (2009) p. 314 - 328
Available at: http://works.bepress.com/mark_spence/6/