On Re-Examining the Value of Mobile Adoption in Matching Platforms -Evidence from Online Matrimonial Matching
31 Pages Posted: 25 Jul 2024
Date Written: January 07, 2024
Abstract
We investigate the impact of mobile adoption in the context of matching platforms where the platform undergoes institutional unbundling due to infrequent matching and institutionally complex matching processes. We argue that the benefits derived from the increased ubiquity, convenience, and availability associated with mobile adoption identified in prior literature may not be observed in these Institutionally Unbundled Online Platforms (IUOPs). We posit that users will carry out the initial search process on the platform but engage with the other party off-platform. Our analysis, using data from a large online matrimonial matching market in India, reveals that mobile adoption in IUOPs enhances platform engagement initially, yet this effect gradually diminishes over time. We further show no substantial evidence supporting an increase in matched dyads due to mobile adoption, contrary to the research coming from less institutionalized settings (Jung et al. 2019). These findings support our propositions, that IUOPs do not benefit from the increased sense of disinhibition and impulsiveness observed in dating platforms, where they can stimulate user engagement, broaden search parameters, and enhance matching outcomes. We discuss implications for online matrimonial platforms specifically and IUOPs more broadly.
Keywords: Online Matrimonial Matching, Mobile Adoption, Platforms, Institutional Unbundling, User Engagement
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