ORIGINAL PAPER
Intention to continue using dating apps among Vietnamese young adults: a theory of planned behavior approach
1
University of Social Sciences and Humanities, Vietnam National University, Hanoi, Vietnam
2
Thai Nguyen University of Education, Thai Nguyen, Vietnam
3
Institute of Sociology and Psychology, Vietnam Academy of Social Sciences, Hanoi, Vietnam
Submission date: 2025-09-21
Final revision date: 2026-07-06
Acceptance date: 2026-07-07
Online publication date: 2026-08-05
Corresponding author
Luot Van Nguyen
University of Social Sciences and Humanities, Vietnam National University, Hanoi, Vietnam
University of Social Sciences and Humanities, Vietnam National University, Hanoi, Vietnam
KEYWORDS
TOPICS
ABSTRACT
Background:
Online dating apps (ODAs) have become a prevalent phenomenon among Vietnamese youth, yet empirical research on the psychological drivers of their usage remains scarce. Globally, these apps are widely used by a dynamic and tech-savvy de-mographic, primarily under 35. This study addresses the research gap by using the theory of planned behavior (TPB) to investigate the roles of attitude, subjective norm, and perceived behavioral control (PBC) in predicting intention to continue using ODAs. The study also explores the moderating role of PBC in this relationship, providing a useful framework for un-derstanding these behavioral patterns.
Participants and procedure:
A convenience sample of 940 young adults (Mage = 21.2, SDage = 2.48) who had used ODAs for at least one month com-pleted an online survey. Data were analyzed using hierarchical multiple regression with demographic controls. Interaction terms were included to test moderation effects.
Results:
Attitude was the strongest predictor of intention to continue using ODAs (β = .47, p < .001), followed by subjective norm (β = .09, p = .002). PBC did not exhibit a significant direct effect but moderated the relationship between subjective norm and intention to continue using ODAs (β = .06, p = .016).
Conclusions:
The findings support the utility of TPB in explaining the intention to continue using ODAs in the Vietnamese context. Practi-cal implications include the potential to enhance user attitudes through positive experiences and to leverage social norms among individuals with high perceived control.
Online dating apps (ODAs) have become a prevalent phenomenon among Vietnamese youth, yet empirical research on the psychological drivers of their usage remains scarce. Globally, these apps are widely used by a dynamic and tech-savvy de-mographic, primarily under 35. This study addresses the research gap by using the theory of planned behavior (TPB) to investigate the roles of attitude, subjective norm, and perceived behavioral control (PBC) in predicting intention to continue using ODAs. The study also explores the moderating role of PBC in this relationship, providing a useful framework for un-derstanding these behavioral patterns.
Participants and procedure:
A convenience sample of 940 young adults (Mage = 21.2, SDage = 2.48) who had used ODAs for at least one month com-pleted an online survey. Data were analyzed using hierarchical multiple regression with demographic controls. Interaction terms were included to test moderation effects.
Results:
Attitude was the strongest predictor of intention to continue using ODAs (β = .47, p < .001), followed by subjective norm (β = .09, p = .002). PBC did not exhibit a significant direct effect but moderated the relationship between subjective norm and intention to continue using ODAs (β = .06, p = .016).
Conclusions:
The findings support the utility of TPB in explaining the intention to continue using ODAs in the Vietnamese context. Practi-cal implications include the potential to enhance user attitudes through positive experiences and to leverage social norms among individuals with high perceived control.
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