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

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.

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.

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.

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.

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.