GROUP ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: Nguyen Lam Ky Duyen Student ID number: 31221026772

Student name: Luu Gia Huy Student ID number: 31221022101

Student name: Bach Thai Lam Student ID number: 31221020222

Student name: Do Minh Quan Student ID number: 31221020236

Student name: Phung Khanh Tam Student ID number: 31221021158

UNIT AND TUTORIAL DETAILS

Unit name: Consumer Behavior Unit number: CB-DH48ISB-3

8AM Wednesday
Tutorial/Lecture: Lecture Class day and time: Morning
Lecturer or Tutor name: Tran Thi Hong Van

ASSIGNMENT DETAILS

Title: Consumer Research Project Final Report

Length: 3249 Due date: 09/08/2023 Date submitted: 09/08/2023

DECLARATION

I hold a copy of this assignment if the original is lost or damaged.

I hereby certify that no part of this assignment or product has been copied from any other student’s
work or from any other source except where due acknowledgement is made in the assignment.
I hereby certify that no part of this assignment or product has been submitted by me in another
(previous or current) assessment, except where appropriately referenced, and with prior
permission from the Lecturer / Tutor / Unit Coordinator for this unit.
No part of the assignment/product has been written/ produced for me by any other person except
where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned.
I am aware that this work may be reproduced and submitted to plagiarism detection software programs
for the purpose of detecting possible plagiarism (which may retain a copy on its database for future
plagiarism checking).
Student’s signature: Duyen
Student’s signature: Huy
Student’s signature: Lam
 Student’s signature: Quan
Student’s signature: Tam
Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has
not been signed.

GROUP MEMBER CONTRIBUTION EVALUATION

Group number:

Course: Consumer Behaviour

❏ CB-DH48ISB-3

Individual Contribution Evaluation

This evaluation is used for marking the group assignment contribution of each individual member.
The members will receive the marks according to their individual contribution to the group
assignment as agreed by ALL members with their signatures.

Note: Please be assertive with your group members and provide your true opinion to come up with
the final contribution % of each member (e.g. 80% out of 100%). This could be an opportunity for
everyone to receive honest feedback from other members.

No. Student name Student ID Contribution (%)

1. Nguyen Lam Ky Duyen 31221026772 100%
2. Luu Gia Huy 31221022101 100%
3. Bach Thai Lam 31221020222 100%
4. Do Minh Quan 31221020236 100%
5. Phung Khanh Tam 31221021158 100%
We, with above identifications, have agreed with this evaluation and signed.
Nguyen Lam Ky Duyen Luu Gia Huy Bach Thai Lam

Do Minh Quan Phung Khanh Tam

A RESEARCH ON MOTIVATIONS FOR USING TINDER AMONG GEN Z USERS

Group 7
Nguyen Lam Ky Duyen - 31221026772
Luu Gia Huy - 31221022101
Bach Thai Lam - 31221020222
Do Minh Quan - 31221020236
Phung Khanh Tam - 31221021158

August 9th 2023

Consumer Behaviour
CB-DH48ISB-3
Lecturer: Mrs. Trần Thị Hồng Vân

1
 TABLE OF CONTENTS

I. Abstract.........................................................................................................................................5

II. Problem context & Description....................................................................................................5

III. Literature Review..........................................................................................................................6

IV. Desk Research...........................................................................................................................8

V. Research Design............................................................................................................................8

a. Research objectives...................................................................................................................8

b. Research questions...................................................................................................................9

b.1. Qualitative Research..............................................................................................................9

b.2. Procedure to be implemented...............................................................................................9

b.3. The interview process was carried out according to the following steps:............................9

b.4. Research question..................................................................................................................9

c. Target respondents...................................................................................................................9

d. Research methods...................................................................................................................11

d.1. Qualitative: Depth Interview...............................................................................................11

d.2. Analysis Methods.................................................................................................................11

VI. Qualitative Result....................................................................................................................11

a. Entertainment and curiosity satisfaction...............................................................................11

b. Expanding social circles and meeting new people.................................................................12

c. Self-esteem.............................................................................................................................12

d. Seeking romantic or long-term relationships.........................................................................13

e. Exploring personal interests and experiences........................................................................13

VII. Business Implications..............................................................................................................14

VIII. References...............................................................................................................................15

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I. Abstract

This research presents an overview of the motivations of Tinder users, a popular mobile dating
software that connects users with potential love partners or others who share similar interests.
Drawing on the range of in-depth interviews, there are a variety of factors that drive users to use
Tinder based on the impact of attribution, psychology. The results show that there are 5 main
motivations for Tinder users which will be further discussed in the report.

II. Problem context & Description

Tinder is an online dating and geosocial networking software. On Tinder, users can "swipe right" to
like or "swipe left" to dislike other users' profiles. It was launched in 2013 as a free app and is
regarded as a pioneer in the field. Tinder's consumer spending was the highest among dating apps in
2020, the second highest among non-gaming apps (1,2) and became the most downloaded dating
app in 2020(3).

Tinder reported yearly revenue of $47 million (4,5) in 2015 with its first billion-dollar direct revenue
in 2019 reaching $1.152 billion. Tinder reported $1.4 billion in direct revenue by 2020 (4,5). Males
account for 75.8% of Android Tinder app users, while females account for 24.2% (3,6). Only 11% of
Tinder users were White, which is around the same number as African American Tinder users (3,6).
In 2020, 13% of adults in the United States between the ages of 18 and 65 had used Tinder. (3,7). In
the United States, roughly 16% of Tinder users were GenZers and 17% were Millennials. (3,7).
Tinder users are well-balanced in terms of race and age.

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 Dating apps, with over 337 million users worldwide (8), date apps have become an integral part of
mobile digital life and are seen as a component of social platformization (9). During Covid-19, dating
apps like Tinder, Bumble, Match, Meetic, OkCupid, etc. were among the few options available to
people seeking human interaction resulting in an unprecedented number of users to dating apps in
2020 and 2021 (10). Some of the reasons why more individuals are utilizing it is because it is more
user-friendly and constantly upgraded. It is also quite secure because only when both people swift
right to each other can they message each other.

Unfortunately, the way some people use it gives people a false impression of Tinder. They utilize it
as a comfortable area to have quick dates, shady relationships. There's also a danger you'll be duped
because not all profiles on Tinder are genuine. Additionally, Tinder can negatively impact due to
rejection, human disposability, anonymity, and deception.

Research on customer motivation is crucial to reduce negative situations from Tinder. Understanding
motivations, determining if users use the platform for negative reasons, maximizing needs and
connecting users with similar ones is essential. Understanding age differences and matching users
with suitable individuals is also crucial.

III. Literature Review

This paper aims to review and report basic research about what is the motivation of Tinder users
from 18-26 in Vietnamese context. Motivation is a complicated psychological phenomenon, which is
an interaction between need and other numerous forces including biological, emotional, social,
cognitive. (11) that lead to the outward manifestation of “behavior” or “action”. Countless previous
reports have explored motivation from both application and theoretical perspectives such as
behavioral, social, cognitive, self-efficacy, values (12). This research will be exploited based on two
popular and appropriate approaches, Maslow hierarchy of needs and McGuire’s Psychological
Motives combined together.

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Maslow hierarchy of needs classified human need into 5 categories hierarchically: Psychological,
Safety, Belongingness, Esteem and Self-Actualization (13). This model can be further divided into
deficiency needs (4 lowest level) and growth needs (Self-actualization). Although this approach is a
good foundation for analyzing general motivation and behaviour, well-known and widely used,
researchers pointed out it contains some notable omissions, and lack of scientific supportive
evidence. (14) More than one need can be satisfied at the same time, and people can sacrifice lower
needs to satisfy the upper level of needs, and work differently in different individuals. This theory
was also argued and criticized because of the validity and ambiguity in the concept itself (14,15).
These deficiencies will be reconsidered in analyzing the result of this report, and adjusted to limit it,
and boost its practical application.

McGuire created a categorization system including 4 board groups, and specific 16 small groups. This
method assists marketers in isolating reasons that are likely to be present in diverse consumption
circumstances. To begin, cognitive motives are concerned with a person's desire to be adaptively
oriented towards the environment and to achieve a sense of meaning. Second, affective motives are
concerned with the urge to achieve gratifying feeling states and personal goals. Third, preservation-
oriented motives emphasise the individual's need to maintain homeostasis, whereas growth
motives emphasise progress.

The first set of motivations is Manifest motivations are the reasons for a consumer's behaviour that
are recognised and acknowledged publicly, such as purchasing a product for its quality and
performance. The second set of motivations mentioned above is Latent motivations, on the other
hand, may be unknown to the consumer or, more often than not, are behaviours that the individual
is hesitant to confess.

Recently, there were numerous researches conducted to explain the motivation behind using Tinder
consisting of both qualitative research, and quantitative research by in-depth interviews. These
researches pointed out some motivation behind: Love, Casual Sex, Ease of Communication, thrill of
excitement and Trendiness (16), and can be sorted into 2 main categories: Entertainment and
Connections (17). Previous data suggested that people sought a dating app to satisfy physical, social,
and psychological needs (18,19). However, these researches were conducted based on small
samples and did not clarify deeper latent motivation, and how these components interact together.
Moreover, there was still a lack of research focused on this behavior in collectivism or Asian

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 countries, and in younger age (18-26 years old), which can lead to different results. In general, there
still exists the need for further discussion, data to reveal the motivation and the psychology
component behind the use of Tinder.

IV. Desk Research

Tinder, Bumble, Match, Meetic, OkCupid, Hinge, etc. as well as a number of other brands were
created to boost our users' chances of making a lasting connection (20). During quarantine (due to
Covid-19), dating apps like those mentioned above were one of the few options accessible to people
looking for human interaction outside of their household (21). Then, marriage age rises and marriage
rates fall. Therefore, people are dating for a longer period of time (22).
Through Tinder analysis of user motivation and experience among young Vietnamese may have
provided information for marketers to explore about user perception and experience for example,
the app's user is mainly from men. Moreover, this current market data also reveals to marketers
about the motivations of Tinder users. Specifically, the users of this dating application do not believe
in the possibility of finding a long-term partner.

Additionally, government entities can utilize the understanding of user motivations to create policies
and regulations that enhance user safety, privacy, and overall well-being within the dating app
industry. By comprehending the reasons behind app usage, authorities can effectively tackle
potential risks and take necessary steps to safeguard users.
Using these insights, application management was discussed, and this made it possible for marketers
to expand Tinder's reach rather than just networking people together or finding potential partners.
(23)

V. Research Design

a. Research objectives

This research used the In-depth interview method to gather data and reveal the underlying
motivations that drive Gen Z users to utilize the Tinder dating app. By using this method, it aimed to
delve into the intimate insights of Tinder users, which cannot be captured through a survey alone.

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b. Research questions

b.1. Qualitative Research

 Data collection methods: individual depth interviews (one-on-ones).

 Type of Data: Explore non-numerical data from customers about their motivation and
feelings towards Tinder.

b.2. Procedure to be implemented

There are 13 respondents (in the age of 18 to 26) interviewed in 1-on-1 format (online via Zoom and
offline interviews), lasting 15–25 minutes, and continuously taking notes and records. The
respondents were asked about the motives and reasons for Tinder's attraction to them. The
interviewer has the role of encouraging and creating an open, free conversation, and interviewers
will constantly prompt respondents to ask "Why?" questions based on the answers given.

b.3. The interview process was carried out according to the following steps:

 Step 1: Prepare the in-depth questions.

 Step 2: Invite interviewees that match the research objective.
 Step 3: Conduct in-depth interviews and, at the same time, record and take notes of the
conversation.
 Step 4: Review the recording and rewrite the transcripts.
 Step 5: Analyze the collected data and draw conclusions.

b.4. Research question

 What motivations drive users to use Tinder?

 What needs does Tinder fulfill for them?
 Are there any differences between the age groups of 18-22 and 23-26 when using Tinder?
Why do these differences exist?

c. Target respondents

The target respondents in this project are young adults (Gen Z) aged 18-26 who used or are using
Tinder platform. They were divided into 2 group:
 Group 1: From 18 to 22 (4 males and 3 females).
 Group 2: From 23 to 26 (3 males and 3 females).

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Summary of Participants

Target
Psychographic Product Relevance Behavior
Respondents

Group 1 + They are proficient in + They have a certain + They use Tinder with
using smart technology amount of experience based on their interests
Demographic devices, online in romance and and free time.
+ Age: 18 - 22. platforms. experience using Tinder
+ They make decisions
+ Gender: Male + They have a strong + They know about based on the
and Female. need to update social Tinder through attractiveness of
trends. This leads to a relatives, friends, social "similarities". They tend
+ Education: phenomenon called networking platforms to be more impulsive in
University "FOMO". and some forms of seeking and matching,
students. advertising. more open in
+ They are interested in conversation.
new things, open to + They are primarily
new experiences. motivated by curiosity, + They tend to engage in
a desire to meet new more casual and fun
+ They really want to people and possibly conversations.
expand their social build romantic
network. relationships. They may
be looking for approval,
attention, or simply
love the excitement of
swiping and matching.

Group 2 + They proficiently use + They have a certain + They use Tinder with
smart technology amount of experience based on their interests
Demographic devices, online in romance and and free time.
+ Age: 23 - 26. platforms. experience using
Tinder. + Their profile is designed
+ Gender: Male + They spend more to be clear and more

8
 and Female. time on personal + They know about authentic, focus on
development and Tinder through friends, deeper emotional
+ Education: affirming personal social networking connections.
Graduated identities instead of platforms and some
student, young following social trends. forms of advertising. + They tend to be more
working selective, especially in
individual. + They may be looking + Their motivation is to swiping and matching.
for serious find matches, discover
relationships, long- potential long-term + Engage in deep,
term partners or relationships, and meaningful and valuable
valuable connections. connect with people conversations
who share their values
and aspirations.

d. Research methods

d.1. Qualitative: Depth Interview

We carry out a qualitative research method by interview involving one respondent and one
interviewer. We do not set a specific set of questions but will ask exploratory questions and develop
based on the responses of the respondents. The purpose of the interview is to explore in detail the
motivation for using Tinder by genZ through behavioral, psychological and social factors.

d.2. Analysis Methods

All interviews were transcribed, and some had audio recordings, while others disagreed. We did
individual analysis and compared the interviews after gathering the relevant data to detect
similarities and differences among the specified age groups. The findings of the interviews presented
a clear picture of Gen Z's motivations for using Tinder.

VI. Qualitative Result

a. Entertainment and curiosity satisfaction

“I was curious and wanted to try using Tinder for fun and killing time.”

9
Four out of thirteen participants revealed that their motivation for using Tinder stemmed from
curiosity and a desire for entertainment. They mentioned that the app's popularity among their
friends intrigued them. Some mentioned feeling bored and willing to find someone to engage in
conversation with. By providing users the ability to create and swipe profiles, chatting with
strangers, Tinder has satisfied users’ curiosity and excitement (24). As a result, more and more users
approach Tinder for entertainment and stress relief or just simply to have a sense of achievement
after satisfying their curiosity, which can be inferred from self-esteem needs in the Maslow’s
Hierarchy of needs. Tinder also helped them satisfy their love and belongingness needs because
their prime motivation is “Fear of missing out”. Besides, Tinder also satisfied the need for
attribution (know what makes Tinder so popular), stimulation (seek new experiences) and tension
reduction (entertain themselves and reduce stress) in McGuire's Psychological Motivations of them.
Furthermore, their motivation came from Manifest Motive. Some of the analysis that we can
conclude from this finding is that Tinder has satisfied users’ Emotion Arousal, Need for uniqueness
and curiosity. They emphasize on users that are Promotion-focus, Other-oriented and can easily be
affected by Word of Mouth.
b. Expanding social circles and meeting new people
“I’m very busy, so I find Tinder is very handy to help me meet and talk to new friends anywhere and
anytime.”
Eleven out of thirteen participants indicated meeting new people, making friends, expanding social
circles are the main reasons to start and continue using Tinder. Interviewees shared that Tinder is
convenient in expanding their relationship at any time they are free, and easy to match up with
people who have the same interest. It indicates Tinder satisfies their need of belongingness. They
also expressed that relationships on Tinder are more diverse than her usual social circle, helpful and
have the potential to develop into long term real life relationships . They enjoyed the diversity of
relationships in Tinder, where they can connect with distinctive people, and explore, understand
new, hidden, potential aspects of himself through communication and relationships. The action of
sharing, expressing themself can satisfy the need for identification, expression and work as a stress
relief action in tension reduction. It also points out people seek for Tinder to compliment affiliation
needs through creating and maintaining relationships. However, relationships in Tinder are
considered weak bonds, unstable and lack commitment, and considered as unsafe.

c. Self-esteem

Three out of thirteen interviewees said that self-esteem will extremely influence their motivation to
use or experience Tinder dating apps so they mentioned about having some problems not only to

10
look for a partner, but also how to communicate without being self-deprecating (25,26)? At this
point in time, with “profile creation”, Tinder gives the users the ability to get a clear description
about their partner before chatting which makes both of them feel more confident in the
conversation. For example, some interviewees said that “because of this they could share their
opinions without any body shaming". Additionally, thanks to “swipe right” of Tinder, one
interviewee said that she will not be afraid of being judged by her stories and characteristics when
communicating because she suppose that when strangers swipe right to her profile which means
they match together. Therefore, Tinder makes the user's conversations more comfortable and gets
rid of the shyness to share which can be inferred from the self-esteem need in the Maslow’s
Hierarchy of needs. Besides, Tinder also satisfied the need for expression and assertion in
McGuire's Psychological Motivations and their motivations from the Latent Motives.

d. Seeking romantic or long-term relationships

Four individuals mentioned Tinder suitable to find long-term or romantic relationships (27). Tinder
has solved their desire in finding long-term relationships by its features. They especially appreciate
the "Profile creation", "Filter" feature because it saves time in finding partners and gives them a
more active, excited and comfortable feeling in the finding process. They said that “The basic
information on profiles makes it easy for me to find a partner and saves a lot of time" . Besides,
"Swipe Feature - Mutual Matching" helps them connect with whom they consider suitable. Talking
to the people they want makes them feel fulfilled, shared and understood (26). There will be certain
variances in the usage behavior of two groups; for example, group one is less concerned with the
outcome of the relationship they would receive after using Tinder, but group two has a defined
direction and higher expectations. Both groups' time and usage habits varied as well. However, in
general, their intended use and some of their characteristics and psychology are the same.
Therefore, Tinder helped them satisfy their love and belonging needs in the Maslow's Hierarchy of
needs because their motivation is to have a companionship, deep emotional connection and a sense
of belongingness. Similarly, Tinder satisfied the need for affiliation in McGuire's Psychological
Motivations of them. We can conclude that their motivation came from Manifest Motive.

e. Exploring personal interests and experiences

Three out of thirteen participants answered: “I can meet many people with different interests,
occupations, and living environments on Tinder. Therefore, I have the opportunity to explore myself
and see what kind of person they truly like”. In fact, all three responses were received from the age
group of 18-22. In terms of functionality, Tinder allows users to swipe and scan through numerous

11
 profiles with a variety of images and user-shared information, creating an intriguing world for
making friends. Psychologically, at the ages of 18-22, it is a time of curiosity and self-exploration,
particularly in the realms of making friends and dating.

Therefore, using Tinder to explore personal preferences and experiences can help them gain insight
into their own desires and better understand themselves. According to Maslow's Hierarchy of
Needs, this satisfies the self-actualization needs, which are related to personal growth, fulfillment,
and reaching one's full potential. Additionally, based on McGuire's Psychological Motivations, this
aligns with the Need for Attribution- the desire to understand the causes and explanations for their
own behaviors. After collecting data from respondents, we can conclude that their motivation came
from Latent Motive.

VII. Business Implications

From the above five findings about users' motivation to use Tinder, we can focus on exploiting
advertising and TVC by demonstrating the unique features available to Tinder and how Tinder helps
satisfied users. We need to emphasize, reveal, exploit, and promote potential users using Tinder. As
a prime example, the TVC "Tự tin quẹt phải- Bất kể bạn là ai- Hãy Tinder'' is a TVC that focuses on
exploiting two findings: Enhancing self esteem and Expanding the circle of relationships. This
campaign was created to show the message of proactively overcoming psychological barriers,
whether you are an introvert or an extrovert, by expanding your relationship circles and finding
friends and lovers with the help of Tinder. The message opens with an introverted girl who wants to
find friends but hesitates and worries. Through Tinder, she has gradually become more open-
minded, confident, and actively seeking relationships, and then she finally matches with the right
person for her. Creating a short, concise, attractive, and vibrant TVC in order to exploit the available
attributes and functions of Tinder, such as right swipe and match, connect, and chat with people to
express the message and value that Tinder can bring to people, including both manifest and latent
needs for expression and assertion, self esteem needs, love and belongings needs, and affiliation
needs.

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