Earticle

초록

영어

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.

목차

Abstract
1. 서론
2. 이론적 배경
2.1 소셜 로그인
2.2 기술수용모델: 지각된 유용성과 용이성
2.3 보안성과 편재성
2.4 혁신성과 브랜드 인지도
2.5 개인 혁신성의 조절효과
3. 연구 모형과 가설
3.1 연구 모형
4. 실증분석
4.1 자료수집 및 분석방법
4.2 측정모형의 신뢰도 및 타당도 검증
4.3 가설 검증
5. 토의와 결론
5.1 결과 요약과 토의
5.2 시사점과 한계점
References

키워드

저자

• 구소연 [ Xiao-Yan Qiu | Master Candidate, Electronic Commerce Inter-disciplinary Program, Chonnam National University ]
• 고준 [ Joon Koh | Professor, School of Business Adminstration, Chonnam National University ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005