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Online dating services usually provide unmoderated matchmaking over the Internet, through the use of personal computers or cell phones.
Online dating sites use market metaphors to match people.
Match metaphors are conceptual frameworks that allow individuals to make sense of new concepts by drawing upon familiar experiences and frame-works.
This metaphor of the marketplace – a place where people go to "shop" for potential romantic partners and to "sell" themselves in hopes of creating a successful romantic relationship – is highlighted by the layout and functionality of online dating websites.
Nonetheless, little research has, thus far, focused on how to enhance privacy and trustworthiness.
In this paper, we report on a series of semi-structured interviews involving 20 participants, and show that users are significantly concerned with the veracity of online dating profiles.
The marketplace metaphor may also resonate with participants' conceptual orientation towards the process of ﬁnding a romantic partner.