An exploration of online registration: why people register with websites, and why do they choose Single Sign-On (SSO)?

• Main Authors: Hung, Yen-Hsiang, 洪嬿翔
• Other Authors: Ray, Soumya
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/nvvdp8

碩士 === 國立清華大學 === 服務科學研究所 === 103 === In order to get user’s personal information and analyze user information to improve marketing skill and build customer relationship, increasingly growth of websites ask people for registration. Although registration is important, few studies research it. This study focuses on the effects on registration intention and registration method. We researched registration based on the viewpoint of perceived benefit and risks of self-disclosure in this study. An online survey was conducted to test the models. The results suggested that user’s registration intention could be influenced by trust, intention to purchase, intention to sell product and intention to share on social network sites, but not community identification. Besides, the results suggested that people’s likelihood of using single sign-on (SSO) could be influenced by convenience, correct SSO mental model and intention to share on social network sites. Furthermore, correct SSO mental model is important but only influences people who are neutral or unwilling to register. Overall, the result of the study may draw attention to registration. Additionally, these findings have implications for researchers and managers.