PurposeThe purpose of this paper is to explore in depth the special context and unique life experience of the online dating site and provide insights regarding an interpretation of virtual cohabitation model.Design/methodology/approachThis study uses netnography, online interviews and the physical travel of researchers to the field for field participation and observations. The combination of netnography and online interviews combines online and offline studies to achieve more consistency in the data collection, analysis and other processes. In-person participation in observations makes the research more realistic. The combination of these qualitative methods is helpful in achieving a more comprehensive and accurate research process.FindingsThe findings of the study can be classified into a three-stage situational context approach, which is presented in the form of propositions. Finally, the insight of the virtual cohabitation context model was developed, namely, motivation (including escapism, hedonic gratification and autonomous), showing off and psychological compensation, stimulation and fantasies, emotions (including impulsiveness, emotions and desires), over-control and low self-control, behavioral control, gratification and dependence and love trap (including sex transactions and consumption traps).Originality/valueThe theoretical contribution of this study is to establish an interpretation of virtual cohabitation model and ten related propositions.
Online Information Review – Emerald Publishing
Published: Jan 1, 1
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