Forbrugsholdninger til online dating

Sanne Grothe & Maiken Egstrand Hedelund

Student thesis: Master thesis


The focus of this thesis is to understand consumers’ attitude towards online dating, and examine how these attitudes can be affected and changed. We seek to gain knowledge of potential negative attitudes towards online dating and create a communication strategy in order to influence the existing attitudes. The paper is case oriented and the company involved is The theoretical base of the thesis includes an investigation of the terms: culture, motivation, attitudes as well as rationality and irrationality. We have chosen to convey our study based on six indebt interviews, two focus group interviews and one questionnaire survey based on 553 respondents. The data collected are based on people from the Danish society and with representatives from three age segments; 18-27, 28-40 and 40+. The qualitative interviews are semi structured, and have an open approach for the purpose of opening up to the informal stories of the informants. The data from the quantitative survey are collected through questionnaires on the Internet. The analysis shows that there exists a correlation between cultural influence experienced by the consumers and their attitude formation towards online dating. Furthermore, it is found that the diffusion of online dating has a positive influence on the formation of consumers’ attitude. Additionally, it is found that the consumers have a positive attitude towards online dating regardless of which attitude component, cognitive or emotional, they are influenced by. However, there seem to be a distinction according to the degree of the consumers’ involvement. Here a lower degree of involvement leads to a less positive attitude towards online dating. The subjective norm and consumers' perceived consequences of online dating also have an influence on attitude formation towards online dating. Finally, there exist a correlation between consumers’ rational reasoning and their attitude towards online dating. However, the analysis also indicates that there is no significant correlation between respondents’ social needs and their attitude formation. Similarly, the results show no relationship between three out of the four attitude functions and consumer attitudes towards online dating. On the basis of the analysis a communication strategy is created. This strategy shows that Single. dk should implement a differentiated marketing strategy, which focuses on two different audiences.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
Publication date2014
Number of pages205