To Social Login or not Login? Exploring Factors Affecting the Decision

摘要

In the last few years Social Login was introduced, as a solution for the need to remember a large quantity of user id's composed of usemame and password to connect Websites. Social Login offers an easy connection to various Websites, providing the visitors the option to register or sign-in using any of their preferred social network accounts such as Facebook, Twitter, Google+, LinkedIn and other. This research examines the factors that affect user registration through Social Login, and the readiness to use Social Login. Using a questionnaire which was responded by 101 Internet users, where 86 of them were already aware of the Social Login option, five major factors were found: Privacy, Security, Familiarity, Convenience and Ease of use. Privacy and Security were found as inhibitor factors, while Familiarity and Convenience were found as encouragers. Ease of use was not found as a predictive factor.