Journal of Information Technology Applications and Management

  • 제25권4호
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  • Pages.1-21
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  • 2018
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  • 1598-6284(pISSN)
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  • 2508-1209(eISSN)
한국데이터전략학회 (Korea Data Strategy Society)
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소셜 로그인 서비스 태도에 영향을 미치는 요인: 개인 혁신성의 조절효과

Factors Affecting Attitudes toward Social Login Services: The Moderating Role of Individual Innovativeness

  • Qiu, Xiao-Yan (Electronic Commerce Inter-disciplinary Program, Chonnam National University) ;
  • Koh, Joon (School of Business Adminstration, Chonnam National University)
  • 투고 : 2018.07.05
  • 심사 : 2018.09.06
  • 발행 : 2018.12.31
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초록

Due to the increase in the use of the Internet, it is becoming more common to provide or use a social login for registering for services. Herein, the purpose of this study is to analyze the influence of security, individual innovativeness, ubiquity and brand awareness on the use of social log-in service through the individuals' attitude who have memorized various IDs and passwords by using Technology Acceptance Model (TAM). In addition, the effect of individual innovativeness on the relationship between social login characteristic factors and attitudes toward social login services are examined. Based on the statistical results, it is found that the significant factors affecting the attitude toward the social login service are the security, ubiquity, brand awareness and perceived usefulness. Moreover, the individual innovativeness is found to have the moderating effects in the relationship between the three factors (the perceived usefulness, and perceived ease of use, and security) and attitude toward the social login service. Positive attitudes increase with the usefulness, ease of using social login serive when individual innovativeness is high. On the other hand, when individual innovativeness is low, the stronger the effect of security on attitude toward the social login services. In accordance with these results, the implications and limitations of this study are discussed.

키워드

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Research Model

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Results

Comparison between General Login and Social Login

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Respondents Characteristics

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Validity and Reliability

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Descriptive Statistics and Discriminant Validity

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Hypothesis Test Results

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