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.
The marketplace metaphor may also resonate with participants' conceptual orientation towards the process of ﬁnding a romantic partner.
Other sites are more specific, based on the type of members, interests, location, or relationship desired.
Online daters may have more liberal social attitudes compared to the general population in the United States.Most sites allow members to upload photos or videos of themselves and browse the photos and videos of others.Sites may offer additional services, such as webcasts, online chat, telephone chat (VOIP), and message boards.Some sites provide free registration, but may offer services which require a monthly fee.Other sites depend on advertising for their revenue.
Users of an online dating service would usually provide personal information, to enable them to search the service provider's database for other individuals.