Publication Date

2026

Document Type

Dissertation/Thesis

First Advisor

Henningsen, David D.

Degree Name

M.A. (Master of Arts)

Legacy Department

Department of Communication

Abstract

This study examined whether individuals' motivations for flirting differ across communication contexts, specifically face-to-face and online interactions. Drawing on Henningsen’s (2004) six flirting motivations – relational, sexual, fun, esteem, instrumental, and exploring – and Walther’s (1996) Hyperpersonal Model, this research tested whether flirting motivations influence the choice of communication medium. Using a quantitative mixed-design approach, 103 participants were randomly assigned to reflect on either a face-to-face or online (social media) flirting experience and completed a structured questionnaire measuring the six motivations. Data were analyzed using a 2 (communication medium: face-to-face versus online) x 6 (motivation type) mixed ANOVA. Results revealed a significant main effect for motivation type (F(5, 505) = 35.10, p < .001, partial ŋ² = .26), indicating that participants differed in the extent to which they endorsed specific motivations. However, no significant main effect of communication medium (F(1, 101) = 1.23, p = .271, partial ŋ² = .01) and no interaction effect between communication and motivation types (F(5, 505) = 0.66, p = .654, partial ŋ² = .01) were found. These findings suggest that while individuals vary in why they flirt, these motivations do not differ significantly between face-to-face and online contexts. The results challenge assumptions derived from computer-mediated communication (CMC) theories that online environments fundamentally alter interpersonal motives and instead suggest that flirting motivations may be largely medium-independent in the contemporary communication environment. Implications for interpersonal communication theory and future research are discussed.

Extent

41 pages

Language

en

Publisher

Northern Illinois University

Rights Statement

In Copyright

Rights Statement 2

NIU theses are protected by copyright. They may be viewed from Huskie Commons for any purpose, but reproduction or distribution in any format is prohibited without the written permission of the authors.

Media Type

Text

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