Consumers'attitudes toward regulation of internet auction sites: A third-person effect perspective

摘要

Purpose - The purposes of this study are to examine internet users' perception of potential harm among a list of products available on internet auction sites, to discuss the influence of the third-person effect on internet users' pro-regulatory attitudes, and to investigate the effects of users' characteristics and perceived harm on their' attitudes toward regulation of online auction industry. Design/methodology/approach - An online questionnaire survey was designed and employed to collect information about internet users' third-person effect perception, pro-regulatory attitudes toward internet auction sites, and control variables such as demographics, internet usage, and innovative characteristics. A convenience sample of 592 internet users was recruited to take part in this study. Findings - Internet users' perceptual differences are statistically significant between the estimated influence on self, teenagers, and other adults for each product. Perceived harm to self consistently predicts internet users' pro-regulatory attitudes, but not for teenagers and other adults. Perceived harm to self also predicts pro-regulatory attitudes toward these web sites, even after controlling for potential confounding variables. Research limitations/implications - The study is limited by its convenient sampling method and measurement of internet users' actual and intended behavior. Nevertheless, because internet users play a complex role of buyers, sellers, and possible victims on auction sites, it is important to examine perceptions and motivations underlying their support for regulating online auction industry. Originality/value - The integrated approach of mass communication, electronic commerce activities, and public policy-making perspectives ensures that future regulatory proposal of online auction industry will be comprehensive.