A socio-ecological approach to relationship goals and self-presentation strategies in American and Chinese online dating websites

We investigate the cross-cultural differences in relationship goals and self-presentation strategies by users of American dating websites (n = 300) and Hong Kong Chinese dating websites (n = 300). Results showed that users of American dating websites were more likely to maximize their relationship chances and had a greater preference for less committed relationships (e.g., friends, sexual interest); while users of Chinese dating websites were more likely to initiate more committed relationships (e.g., romantic partners, soulmates). Moreover, American website users adopted a self-enhancing presentation strategy (e.g., stating positive, superior self-attributes and emphasizing self-uniqueness in their personal advertisements), while Chinese website users adopted a self-effacement presentation strategy (e.g., disclosing also negative, inferior self-attributes and expressing feeling of loneliness in their personal advertisements). The observed findings are discussed in the framework of relational mobility.