Understanding the Factors Behind Dating App Discontinuance Behaviors

Abstract

Social media plays an increasingly significant role in contemporary life, influenced by globalization and evolving communication practices. Among its many forms, dating apps have become a prominent subcategory, particularly following their accelerated growth during the COVID-19 pandemic. These platforms have significantly altered how people initiate and maintain different types of relationships online. However, despite their widespread popularity and societal relevance, limited attention has been given to the corrective behaviors users may adopt, such as reducing or discontinuing apps when their expectations are unmet or their experiences become unsatisfactory. This study addresses this gap by investigating the motivations behind such behaviors in the context of dating apps. It builds on existing models of social media discontinuance, aiming to understand how and why users engage in disengagement or reduction strategies. A quantitative survey was conducted with users in Mexico and Portugal, resulting in 252 valid responses, which were analyzed using structural equation modeling. A multigroup analysis was also adopted, focusing on users in Mexico and Portugal, to explore how cultural, personal, and platform-specific factors influence these decisions. By examining both internal motivations (e.g., emotional exhaustion, value misalignment) and external influences (e.g., app design, perceived superficiality), the study contributes to the growing field of digital wellbeing and online relationship dynamics. The findings offer theoretical insights and practical implications for improving user experience and guiding platform design in more mindful, user-centered ways.