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Integrating Social Presence Theory and Need to Belong Theory to understand Dating Site Usage among Indian Youth

  • Sharon* Sharon Corresponding author Department of Psychology, Galgotia University, Uttar Pradesh, India India ,  
  • Teena Bagga Teena Bagga Professor Department of Management Studies, Jamia Millia Islamia, Delhi India, India
Received: March 17, 2025
Accepted: April 21, 2025
Published: June 06, 2025
Volume: 1 (1) | Page: 11-24

Abstract

This study investigates the psychological and social variables influencing dating site usage, emphasizing the roles of Need to Belong, Social Presence, and Self-Esteem, with age as a moderating factor. A structural equation model (SEM) combined with conditional process modeling revealed that while Social Presence and Self-Esteem significantly impacted user engagement, Need to Belong showed no direct association with dating app usage. Social Presence positively correlated with usage, supporting theories of immediacy and emotional connectedness in digital spaces. In contrast, lower Self-Esteem was associated with higher platform participation, suggesting compensatory behaviours linked to self-presentation and reduced fear of rejection. Moderation analysis highlighted age-based differences, confirming that older users respond differently to social and emotional cues. Theoretical implications challenge the traditional application of belongingness theory and extend social comparison and social presence frameworks into online intimacy. Behaviourally, findings revealed high levels of cross-platform adoption, limited use of premium features, and persistent concerns about trust and profile authenticity. These results offer actionable insights for dating app design, emphasizing inclusive features and emotional security. The study contributes to the evolving discourse on digital relationships, especially within collectivist cultures.

Keywords: dating site usage, social presence, self-esteem, need to belong, online intimacy, psychological factors, user behaviour, collectivist culture, trust, social comparison theory, belongingness theory

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