Abstract

Are twelve factors of relationship hindrance proposed by Novel and Phillips (2004) still valid? We address this question by first testing the differential effect of these factors on online relationship avoidance. We used two different markets; open and individual markets, to test our hypotheses. The results from our logistic regression model indicate that; first, twelve factors of online relationship avoidance are partially different between two markets. Second, male group is more likely to show negative avoidance intention compared to females in the relational avoidance context of open market. Third, four factors do not influence online relationship avoidance intentions: mental, initiation, accumulation, and travel. The final relevant finding pertains to the similarities and differences between male and female groups. While hollow factor plays an important role in reducing relationship avoidance for male group, in contrast, ambush factor plays a key role in facilitating relationship avoidance for female group.

Key words: Online relationship avoidance, open market, individual market, gender difference.