Abstract Objective We examined Chinese married individuals' perceptions and utilization of online couples counseling service (OCCS), the factors influencing their utilization, and their expectations for the service. Background In recent years, the divorce rate in China has been increasing, and traditional approaches to resolving marital conflicts have gradually become less applicable in the current social context, especially during periods of transformations in gender order. OCCS is a possible approach to solve couple problems and promote marital harmony in a digital society, but it is still in the process of development in China. Method Semistructured interviews were conducted with 30 Chinese married individuals from August to October 2023, and thematic analysis was used to analyze the data. Results We identified a total of three themes and 14 subthemes. The three themes included (a) perceptions of OCCS, (b) factors influencing the use of OCCS, and (c) future expectations of OCCS. Conclusion Participants demonstrated a general awareness of OCCS, though most had not yet utilized such services. Seven factors were identified as influencing their utilization of the service. Additionally, AI‐based OCCS were perceived to attract attention and increase their willingness to utilize the service. Implications The future development of OCCS should not only focus on service quality but also address users' concerns. This study also provides references for other East Asian countries with similar cultural foundations.
Zhang et al. (Wed,) studied this question.