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A Research Model for Online Social Behavior Based on an Evolutionary, Social Psychological, and Technological Approach

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Evolutionary Psychology and Information Systems Research

Part of the book series: Integrated Series in Information Systems ((ISIS,volume 24))

Abstract

This study represents an exploratory and quantitative investigation into online dating from evolutionary, psychological, and technological points of view. In the past decade, the relatively inexpensive availability of user-friendly, fast, and reliable Internet technology has appealed to millions of consumers who suddenly found themselves engrossed by this sensational medium of communication, information, consumerism, and service. The majority of Internet users tend to be either recreational or utilitarian oriented, using such medium for a wide variety of tasks ranging from corresponding with friends and significant others, information gathering , purchasing goods and services, and, increasingly so, seeking and securing suitable dating and marital partners. The following research questions constitute the driving force for the current investigation: What are the evolutionary and social psychological intricacies of online dating? What are the technological variants or dimensions that render the consumption of online dating services appealing to users? An online survey was administered to 247 subjects to explore these questions and determine the technological dimensions of virtual social interaction . Exploratory factor analysis was then conducted to analyze the data. Eight technological dimensions emerged as a result of the analysis and served as the basis for the study’s technological perspective model of virtual social interactions.

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Acknowledgment

s This chapter is a revised version of a journal article by Ahmed Y. Mahfouz, with Antonis Theocharous and Andreas G. Philaretou, published in 2008 in volume 24, issue 6 of the journal Computers in Human Behavior.

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Authors and Affiliations

  1. Department of Management Information Systems, Prairie View A&M University, 1501 Harvey Rd #526, College Station, TX, 77840, USA

    Ahmed Y. Mahfouz

  2. Department of Hotel and Tourism Management, Cyprus University of Technology, Saripolou 2-8, 3036, Lemesos, Cyprus

    Antonis Theocharous

  3. Department of Social & Behavioral Sciences, European University Cyprus (formerly Cyprus College), 6 Diogenes Street, Engomi, PO Box 22006, 1516, Nicosia, Cyprus

    Andreas G. Philaretou

Authors
  1. Ahmed Y. Mahfouz
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  2. Antonis Theocharous
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  3. Andreas G. Philaretou
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Corresponding authors

Correspondence to Ahmed Y. Mahfouz , Antonis Theocharous or Andreas G. Philaretou .

Editor information

Editors and Affiliations

  1. Dept. of MIS and Decision Science, Texas A & M International University, University Boulevard 5201, Laredo, 78041, USA

    Ned Kock

Appendix: Scales, Factors, and Factor Loadings of Items After Factor Analysis

Appendix: Scales, Factors, and Factor Loadings of Items After Factor Analysis

  • Factor 1: Sensory

  • Sn1. The site tries to engage my senses (0.81).

  • Sn2. The site is perceptually interesting (0.76).

  • Sn3. The site lacks sensory appeal for me* (0.72).

  • Factor 2: Emotional

  • Em1. The site tries to put me in a certain mood (0.62).

  • Em2. The site makes me respond in an emotional manner (0.71).

  • Em3. The site does not try to appeal to feelings* (0.79).

  • Factor 3: Cognitive

  • Cg1. The site tries to intrigue me (0.69).

  • Cg2. The site stimulates my curiosity (0.70).

  • Cg3. The site does not try to appeal to my creative thinking* (0.73).

  • Factor 4: Behavioral

  • Bv1. The site tries to make me think about my lifestyle (0.67).

  • Bv2. The site reminds me of activities I can do (0.77).

  • Bv3. The site does not try to make me think about actions and behaviors* (0.73).

  • Factor 5: Collaborative

  • Cl1. The site tries to get me to think about relationships (0.76).

  • Cl2. I can relate to other people through this site (0.59).

  • Cl3. The site does not try to remind me of social rules and arrangements (0.74).

  • Factor 6: Multimedia

  • Mm1. This site provides good multimedia features (0.72).

  • Mm2. The site has pictures, sound, and video capabilities (0.73).

  • Mm3. The site does not provide adequate user interaction* (0.67).

  • Factor 7: Customization

  • Cu1. The site makes recommendations based on my specific search criteria (0.67).

  • Cu2. I feel I am a unique user when I interact with the site (0.78).

  • Cu3. I believe this site is not tailor-made to my needs* (0.56).

  • Factor 8: Telepresence

  • Tf1. I forget about my immediate surroundings when I use the site (0.59).

  • Tf2. In the site, I feel like I come back to the “real world” after a journey (0.63).

  • Tf3. I do not feel I am in a world created by the site I visit* (0.65).

Note: *, Reverse-coded

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Mahfouz, A.Y., Theocharous, A., Philaretou, A.G. (2010). A Research Model for Online Social Behavior Based on an Evolutionary, Social Psychological, and Technological Approach. In: Kock, N. (eds) Evolutionary Psychology and Information Systems Research. Integrated Series in Information Systems, vol 24. Springer, Boston, MA. https://doi.org/10.1007/978-1-4419-6139-6_12

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  • DOI: https://doi.org/10.1007/978-1-4419-6139-6_12

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  • Online ISBN: 978-1-4419-6139-6

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