Abstract
Social login has become an increasingly popular alternative for traditional user registration. Although a single sign-on protocol is commonly considered to have the advantage of removing barriers at the registration stage, mismanagement of these technological features may lead to user turnover or abandonment. Thus, a better understanding of who may better accept social login for which type of service is essential for a business that decides to adopt social login protocols. This research in progress tested various user characteristics using a differential item functioning approach that aims to explore systematic differences from user groups (rather than individual differences from latent traits) for social login acceptance.
Recommended Citation
Jiang, Jinglu, "Social Login Acceptance: A DIF Study of Differential Factors" (2018). PACIS 2018 Proceedings. 20.
https://aisel.aisnet.org/pacis2018/20
