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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.This model also allows users to switch between free and paying status at will, with sites accepting a variety of online currencies and payment options.



Online dating (or Internet dating) is a system that enables strangers to find and introduce themselves to new personal connections over the Internet, usually with the goal of developing personal, romantic, or sexual relationships.Since advertising revenues are modest compared to membership fees, this model requires a large number of page views to achieve profitability.However, Sam Yagan describes dating sites as ideal advertising platforms because of the wealth of demographic data made available by users.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.

At the end of November 2004, there were 844 lifestyle and dating sites, a 38% increase since the start of the year, according to Hitwise Inc.

An online dating service is a company that provides specific mechanisms (generally websites or applications) for online dating through the use of Internet-connected personal computers or mobile devices.