Sign-Up or Give-Up : Exploring User Drop-Out in Web Service Registration
Sign-Up or Give-Up : Exploring User Drop-Out in Web Service Registration
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注册还是放弃：探索 Web 服务注册中的用户退出
DOI：
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发表时间：
2013
期刊：
影响因子：
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通讯作者：
M. Malheiros
中科院分区：
文献类型：
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作者：
M. Malheiros
Web服务提供商通常要求用户创建帐户以访问其服务。这种注册过程通常包括一个网络表格，用户必须填写不同的个人数据。提供者可以利用这些数据来创造价值，但数据请求可能会使用户退出交互。用户评估个人数据披露的成本和收益，如果他们不认为收益大于成本，他们将叛逃。过去对网络用户流失的研究主要是态度性的，主要是问卷调查。我们提出了一个大规模的观察性研究，用户辍学的行为在三个主要的服务提供商的网络注册表。我们发现，用户在某些页面上完成注册过程的可能性要比其他页面大得多。这意味着某些服务--以这些页面为代表--被认为比其他服务更有价值，值得付出注册的努力和隐私成本。我们建议在未来的工作中将这些转换率与感知服务价值的分数进行比较。
Web service providers often require users to create an account to access their services. This registration process usually consists of a web form that users have to fill in with different items of personal data. These data can be leveraged by the provider to create value, but the data requests can make users withdraw from the interaction. Users assess the costs and benefits of the personal data disclosure and if they do not consider the benefits to be larger than the costs they will defect. Past research on user defection on the web has been attitudinal, consisting mostly of questionnaires. We present a large-scale observational study of user drop-out behaviour in web registration forms of three major service providers. We find users are significantly more likely to complete the sign-up process when coming from some pages than others. The implication is that some services – represented by these pages – are considered more valuable than others and worth the effort and privacy cost of registration. We suggest comparing these conversion rates with scores of perceived service value in future work.