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.
Jiang, Jinglu, "Social Login Acceptance: A DIF Study of Differential Factors" (2018). PACIS 2018 Proceedings. 20.