Online users are free to register an account on a website for the purpose of enjoying various online services. More and more multi-service platforms are being developed. Users have the option to either create a new account or simply share their original account information, e.g., Facebook, to complete registration. However, when using the original account information on a new platform, online users are possibly at risk disclosing their personal information to platform vendors. Therefore, this study's purpose is to explore online user intention toward using shared accounts on another new multi-service platform. Individual aspects of perceived risk and perceived benefits for using shared accounts are examined through an online survey which was validated by MIS experts and passed a pilot test. The preliminary results of this study show that registration efficiency and perceived platform trust level have significant positive impacts on user intention, which further impacts their actual behavior related to using a shared account while user privacy concerns and the perceived security level of the platform have a significant negative impact on their use intention. Discussion is provided along with other data sources arguing the non-significant effects of perceived enjoyment and perceived usefulness on online user intention.
Hsieh, Pei-Hsieh and Hsiao, Yu-Ting, "ONLINE USER INTENTION TO SELECT A SHARED ACCOUNT OPTION ON MULTI-SERVICE PLATFORMS" (2016). PACIS 2016 Proceedings. 77.