Users perceptions of matchmaking apps through psychosocial and technological lenses a grounded theory study

The proliferation of matchmaking applications has reconfigured contemporary practices of intimacy and emotional exchange. Within Iran, however, the negotiation between enduring cultural norms and digital affordances complicates evaluations of these platforms’ efficacy. This study employs a qualitative design grounded in Grounded Theory to examine the psychological, social, and technological factors shaping perceived efficacy among Iranian users. Seventeen Tehran-based participants (men and women) engaged in semi-structured interviews. Through constant comparison and open, axial, and selective coding, 57 meaning units, 10 subthemes, and 5 core themes emerged. Results indicate that perceived efficacy is contingent upon the interplay of contact initiation, trust/security, and cognitive decision load. The five core themes are: (1) Insecure Superficial Cognition; (2) Enabling Factor for Easy Entry; (3) Constraining Effects on User Behavior; (4) Maintaining Interaction and Relationship Safety; and (5) Growth in the Shadow of Costs and Risks. Efficacy increases when validation, transparency, and localized support mitigate decision load and perceived risks.