Sign in with Facebook? Interaction Effect of Users Social Login in Online Environment

Abstract

This experimental study focused on the main effect of different perspective of online environments and users' attitude toward social login feature on third-party intention to use social login and actual behavior of login via social media account Concern for information privacy was treated as a moderator to test change in attitude of user's privacy concern The experiment was conducted on dummy website with respondents who are all Facebook users Questionnaires were conducted online using both English and Chinese The research designs by 4 different travel websites with different level of online environment and 2 different amounts of requested items on website to participate on Facebook for logging in ANOVA and others analysis methods were employed to test the proposed model Findings show that users' involvement information quality and visual appeal of third-party website have significant impact on attitude toward social login while information transparency while login via social media did not have affect on users’ attitude toward social login Concern for information privacy negatively moderate the relationship between information quality of third-party website and information transparency while login via social media account to user's attitude toward social login However there is no significant moderating effect on the relationship between visual appeal of third-party website and attitude toward social login Attitude toward social login positively influence intention to use social login Likewise intentions to use social login also positively influence user's actual behavior

Date of Award	2015 Aug 28
Original language	English
Supervisor	Jeng-Chung Chen (Supervisor)