Publication Type : Conference Paper
Publisher : 2015 IEEE International Conference on Computational Intelligence and Computing Research, ICCIC 2015
Source : 2015 IEEE International Conference on Computational Intelligence and Computing Research, ICCIC 2015, Institute of Electrical and Electronics Engineers Inc. (2015)
Url : https://www.scopus.com/inward/record.uri?eid=2-s2.0-84965079039&doi=10.1109%2fICCIC.2015.7435811&partnerID=40&md5=e33cbd9b96281085ebd4e4b5f2331d2c
Keywords : Competition; Electronic commerce; Regression analysis; Technology Cultural shift; Internet portals; Logistic Regression modeling; Matrimony; payment; Service provider; Technological innovation; Willingness to pay
Campus : Coimbatore
School : School of Business
Year : 2015
Abstract : Technological innovations and advent of e-commerce have given rise to the internet portals in recent times. One such development can be seen in the field of matrimony. The evident cultural shift in the outlook of marriage in India and adoption to new technology has enabled the growth of matrimonial service portals. Dispersed families adapt to online matrimonial services to seek most of the marriage-related information. Most of the matrimonial portals that hold the major market share work on freemium model. The present study attempts to analyze the influences that motivate online matrimony service users to become a paid member rather than being a free member. We explore the question using a logistic regression model on the data obtained from one of India's premier matrimony portals. Our results show significant gender based differences in terms of factors that influence the proclivity to take a paid membership. By this attempt the study aims to help the matrimonial service providers to target their customers/members efficiently and effectively.
Cite this Research Publication : Dr. Subramania Iyer K., Mohan, N., Dr. Sangeetha G, and Gupta, D., “Paid membership and online matrimony portals - An Indian study”, in 2015 IEEE International Conference on Computational Intelligence and Computing Research, ICCIC 2015, 2015.