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.
Other sites target highly specific demographics based on features like shared interests, location, religion, sexual orientation or relationship type.
Some have a broad membership base of diverse users looking for many different types of relationships.
In 2008, Cynthia Feliciano, Belinda Robnett, and Golnaz Komaie from the University of California, Irvine, investigated the preferences of online daters long gendered and racial lines by selecting profiles on Yahoo!
Personals – then one of the top Internet romance sites in the U.
According to a 2015 study by the Pew Research Center, people who had used online dating services had a higher opinion of such services than those who had not.
80% of the users said that online dating sites are a good way to meet potential partners, compared to 55% of non-users.