The study explored the experiences of female users of online dating sites through netnography. Data was collected over several stages from the Ashley Madison dating site through archival data, elicited data, fieldnotes, and participation. Nvivo software was used to analyze the qualitative data through open, axial, and selective coding. The results provided suggestions for how to safely interact online, as well as limitations and directions for future research using broader samples and qualitative methods.

2. TITLE OF ARTICLE
The application of netnography to the online dating service
experiences of female users
JOURNAL NAME
Behavior & Information Technology
PUBLISHER
Taylor & Francis Group
AUTHOR NAME
Yi-Sheng Wang

3. INTRODUCTION
Some internet users have been going online in the hopes of finding love.
Helping users to find love or make friends, is perhaps most evident in the financial success
of sites such as Ashley Madison.com and eHarmony.com
54 million unmarried adults in the U.S. had at least tried online dating services. That means
that at least 10% of all the people in America as well as ≈ 40% of single Americans have
utilized one or more online dating services
Possible for online daters services to form ‘real’ relationships with other individuals that
they meet online

4. CONTEXT OF THE STUDY
Online dating sites
RESEARCH PURPOSE
To explore the experiences of female dating site users through the
use of netnography

5. LITERATURE REVIEW
Such sites offer users alternative interaction patterns that can potentially be especially appealing to individuals
who are socially isolated (Nam 2017)
(Amichai Hamburger and Ben-Artzi 2003) reported that computer-mediated social communication is
more appealing to women who are lonely than to those who are not.
To develop and practice socials skills also helping them to present themselves more effectively and
facilitating intimacy, self-disclosure, and disinhibition (Lo, Hsieh, and Chiu 2013; Clemens, Atkin, and
Krishnan 2015)
Pujazon Zazik, Manasse, and Orrell-Valente (2012) analyse adolescents’ profiles on MyLol.net, a teen
dating web site services, for risk content. Selected and coded 752 publicly viewable profiles of adolescents
aged 14–18 years for the following five risks: sex, alcohol, drugs, cigarettes, and violence

6. METHODOLOGY
•InterpretiveResearch Philosophy
•InductiveResearch Approach
•NetnographyResearch Strategy

7. METHODOLOGY
• Cross SectionalTime Horizon
• Purposive and snow ball
samplingSampling Technique
• Female member of dating
sites
Target Population

8. METHODOLOGY
• Ashley Madison.com
Website
Name
•96Sample Size

9. METHODOLOGY
Analytical Technique
Nvivo 10

11. Research Design
Netnography:
1) Faster, simpler, and less expensive than traditional ethnography, and more naturalistic and
unobtrusive than focus groups or interviews.
2) Provides information on the symbolism, meanings, and dating patterns of online groups
Data Collection:
(1) Archival data; (2) elicited data (3) fieldnote data
Aspects of interviews:
Stage one: collection of data and online observations (from May through August of 2017)
Stage two: participation in an active manner (from September to December of 2017)
Stage three: emergent design (from January through May of 2018)

12. Research Design
Field participation and observation:
1st stage: covert observation(without the subjects’ awareness)
2nd and 3rd stages: overt observation (users were aware about observation)
Meeting record document and field notes:
1st stage: Implemented objective descriptions (Focusing on description live scenes, characters, actions)
2nd and 3rd stages: Utilized reflective descriptions(Focusing on user’s personal psychology, thoughts, and primary concerns)

13. Research Design
Data analysis:
 Qualitative data analysis software(Nvivo 10)
 Level I coding or open coding: The original interview data was encoded into categories; and then,
line-by-line coding becomes free category, forming open coding
 Level II coding or axis coding: Open coding is categorized as tree category contextual-bound
 Level III coding or select coding: During the categorizing process, following causal condition
analysis, the context and structural context were considered intervening conditions
 Matrix coding: The data evolve into a higher stage of crystallization

15. Suggestion
1) cannot judge by appearance and become over-invested emotionally based on a photo
2) Not fully trust another user’s words
3) We should avoid posting our personal information (e.g. mobile number, address, work place, and other private
information) online in order to protect ourselves and prevent harassment
4) The first meet-up should happen in a venue that is crowded, public, and safe.
5) Should avoid any financial relationships.
6) Should not spend so much time on the Internet that our offline relationships are compromised
7) Internet-related anti-virus knowledge and tools should be acquired
8) Meet-ups should preferably happen during the day.
9) Be careful Sex-related incidents and financial scams
10) However attractive the profile picture of a supposedly male user may be, that account could in fact be operated by
a female user

16. Limitation & Future research
The current study focused exclusively on female students and office workers
who had taken part in online dating services
A larger sample size, future research could establish a more representative
and stable cyber model
Other qualitative method use for future study