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11-Mar-2020 21:58

It is possible that the mode of online dating resonates with some participants' conceptual orientation towards the process of finding a romantic partner.

That is, online dating sites use the conceptual framework of a "marketplace metaphor" to help people find potential matches, with layouts and functionalities that make it easy to quickly browse and select profiles in a manner similar to how one might browse an online store.

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Others utilize the freemium revenue model, offering free registration and use, with optional, paid, premium services.

Under this metaphor, members of a given service can both "shop" for potential relationship partners and "sell" themselves in hopes of finding a successful match.