Exploring Multi-faceted Motivations and Strategies Using Mobile Dating Applications: Case Study of Tinder Users in South Korea

Mobile dating apps are now used for a wide range of networking opportunities beyond romantic relationships. However, previous studies on mobile dating apps have not fully taken into account the multiple motivations that users may have. This study aimed to address this gap by conducting semi-structured interviews with 12 Tinder users in South Korea, who reported having multiple motivations for using mobile dating apps. We discovered that participants’ motivations using Tinder became gradually expanded but clarified over time. Furthermore, we found that participants rarely disclosed their motivations on their profiles, but heavily relied on implicit cues from other profiles to guess the motivations of others. Based on these findings, we propose design suggestions for improving the design of dating apps to better support users’ multi-faceted and variable motivations using mobile dating apps. © 2024 Association for Computing Machinery. All rights reserved.