Online search tool: Case of Indian matrimony portals

Technological innovation has given rise to many internet portals including those that facilitate matrimony. Adoption of this technology has accelerated the growth of online matrimony portals in India. There are several sources of search for proposals and online matrimony is one such medium. The importance given to such portals has impacted the way matrimonial information is available in these portals. This study focuses on understanding factors that impact the importance given to online matrimony portals by users over other traditional ways. A conceptual model was developed and tested empirically with pan India survey. The sample size included 133. The data was analyzed using ordered logistic regression. This study identified that age, facilitating comparison, time taken, parents' level of education, community beliefs all significantly impact the perceived of importance given to online matrimony portals.