Though a site needs to add more servers as it grows, scaling is a relatively easy and low cost proposition if customers start arriving in large numbers.But verifying individual users’ height, income, education, and the like has to be done customer-by-customer.While it’s hard to say for sure, some combination of three explanations seems most likely.
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The virtual roses, inspired by Michael Spence’s Nobel-Prize winning idea of “signaling,” allowed people to show they really wanted a date because it was costly to send one.
That is, if you sent a rose to one person, you could not send it to someone else.
This incident intensified Jiayuan’s more general reputational problems due to lying on its site.
So Jiayuan developed a means for people to verify the claims they make on their profiles.
Similarly, a large dating site in South Korea, Korean requires participants to submit a copy of a national registration form, diplomas, and proof of employment, which the site uses to verify age, marital history, parents’ marital status, education, and type of job.
Why have these Asian sites put resources into verification of users’ profiles while American sites continue their caveat emptor approach?Online dating site OKCupid has found an inexplicable number of men happen to be exactly six feet tall and there are four times as many people who claim to earn 0,000 per year as there should be.False advertising, or misrepresentation, is standard in any marketplace; the dating market is no different.Perhaps cultural differences made it harder to break down that mindset in some countries, forcing websites to work harder on verification and building trust with their clients.Second, Jiayuan may have implemented their verification system simply due to the bad luck of a few scandals attached to their site.In addition, during that period, some participants could offer a “virtual rose” along with two of their date requests.