On Re-Examining the Value of Mobile Adoption in Matching Platforms -Evidence from Online Matrimonial Matching

31 Pages Posted: 25 Jul 2024

See all articles by Sabari Rajan Karmegam

Sabari Rajan Karmegam

George Mason University - Department of Information Systems and Operations Management

Anandasivam Gopal

Nanyang Business School

Jui Ramaprasad

University of Maryland

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

Suggested Citation

Karmegam, Sabari Rajan and Gopal, Anandasivam and Ramaprasad, Jui, On Re-Examining the Value of Mobile Adoption in Matching Platforms -Evidence from Online Matrimonial Matching (January 07, 2024). Available at SSRN: https://ssrn.com/abstract=4899833 or http://dx.doi.org/10.2139/ssrn.4899833

Sabari Rajan Karmegam (Contact Author)

George Mason University - Department of Information Systems and Operations Management ( email )

4400 University Drive
Fairfax, VA 22030
United States

Anandasivam Gopal

Nanyang Business School ( email )

S3 B2-A28 Nanyang Avenue
Singapore, 639798
Singapore

Jui Ramaprasad

University of Maryland ( email )

Robert H. Smith School of Business
4313 Van Munching Hall
College Park, MD 20815
United States

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
52
Abstract Views
172
Rank
778,442
PlumX Metrics