Based On The Integrative Model-the Empirical Research Of Urban Women's Dating App Usage Behavior And Influencing Factors

In recent years,with the development of media technology,a large number of matching products for meeting strangers have flourished.In this paper,this kind of social app is called dating app.The rise of dating app has provided a convenient way for urban people.Meanwhile,it satisfies the needs of stranger socializing.Besides,with the awakening of women's social awareness,their status in various types of online social media has gradually increased.Thus,urban women's females and their behaviors toward dating app are getting more and more attention.Based on the Integrative Model of Behavioral Prediction,with three aspects:attitude,perception norm and self-efficacy,this paper researches the behavioral intentions of urban women from the users view.The usage intention of urban women's dating app is defined as three categories,which includes Interpersonal development,online marriage and casual sex.According to the Integrative Model of Behavioral Prediction,after verifying the influence of attitude,perception norm and self-efficacy on behavioral intentions,this paper considers the level of trust toward online strangers to research how trust affects the three usage intention of urban females' via dating app by attitude,perceptual norm,and self-efficacy.In this study,the sample was set as urban females aged 18-35.A total of 527 samples were collected through online questionnaires,of which 345 were valid samples.Based on Integrative Model of Behavioral Prediction,trust affected dating app usage behavior through attitude,perception and self-efficacy is analyzed and verified via multiple regression analysis and Bootstrap mediation effect test theory.The results are showed as:(1)Integrative Model of Behavioral Prediction has an explanatory effect on the behavior of dating app for urban women,and the three kinds of dating app usage behavior are follow the rule of Integrative Model of Behavioral Prediction;(2)Trust toward people online of urban women has a direct effect on their use of dating app for Interpersonal development and it can mediated behavioral intention through attitude,self-efficacy and perceived norms;(3)Trust toward people online of urban women has no direct influence on their intention to use dating app online marriage,but the behavior intention can be influenced indirectly through attitude and effectiveness;(4)As for looking for casual sex via dating app,urban women's behavioral intentions can be influenced indirectly by their online trust through effectiveness and attitude.This paper based on Integrative Model of Behavioral Prediction,explores and validates the influence of attitude,perception and self-efficacy on women's behavioral intentions of using dating app via multiple regression analysis and Bootstrap mediation effect test theory,which provide new opinions and research perspectives and also provide insights into the development of dating app platforms.