Examination of the effect of social login through analysis of user´s purchasing tendency

This study targets social login registrants on an EC site and aims to clarify the difference between the purchasing tendency of social login registrants and general members by analyzing product purchasing history. We focused on the golf portal site that is the subject of this research. We analyzed the purchasing data comparing social login registrants with general members. As the results, it became clear that social login registrants have less resistance to purchasing expensive products on an EC site compared with general members and golf clubs act as a bridge for purchasing.