From Swipes to Subscriptions: The Impact of Intrapersonal Motivations, Perceived Value, and Attitude on the Purchase Intention of Dating App Users

Abstract

Mobile dating applications rely predominantly on a subscription-based revenue model, requiring users to pay a premium price to access enhanced features and functionalities. Nevertheless, while the freemium-to-premium conversion is essential for profitability, converting a substantial portion of users into paying customers remains difficult. Through the development of a conceptual model that integrates two dominant consumer behaviour frameworks, namely the Stimulus-Organism-Response (S-O-R) Theory and the extended Technology Acceptance Model (TAM), this study explores the factors influencing users’ purchase intentions within dating applications by focusing on the intrapersonal motivations, perceived value, and attitudes toward the platforms. Qualitative and quantitative methods were used to conduct this research, including an online questionnaire and semi-structured interviews. The findings obtained from these methodologies suggest that while hedonic and utilitarian motivations influence dating application users' initial engagement with the platforms, these factors primarily influence their perceived value rather than directly driving in-app purchase intentions. Additionally, consumer attitudes toward dating applications are crucial in shaping purchasing decisions. However, dissatisfaction with the applications and stigma often lead to low conversion rates from freemium to premium services. The study offers theoretical contributions to consumer behaviour research on digital platforms and provides practical recommendations for dating app developers and communication strategists seeking to enhance user engagement and monetization strategies.