Today, online users use the Internet for many major services. Almost all of these services are either directly fulfilled by Google’s search engines (Google and YouTube) or through social networks such as Facebook. This paper examines these two major online services with regards to users’ ethical perceptions of these large online services along with users’ behavior intentions. The results showed that behavior intention and ethical perception concerns can be predicted based on self-regulation, information privacy and trust. Stimulus was then given in the form of negative news articles to the experimental group and resulted in varying results. A cross cultural examination also took place as respondents were mostly composed of either Canadian or Taiwanese.

Ahluwalia, R., Burnkrant, R., & Unnava, R. (2000). Consumer response to negative publicity: The moderating role of commitment. Journal of Marketing Research, 37(May), 203-214.
Ansari, A., & Mela, C. F. (2003). E-customization. Journal of Marketing Research, 40, 131-145.
Awad, N. F., & Krishnan, M. S. (2006). The personalization privacy paradox: An empirical evaluation of information transparency and the willingness to be profiled online for personalization. MIS Quarterly, 30, 13-28.
Bagozzi, R. (1992). The self-regulation of attitudes, intentions, and behavior. Social Psychology Quarterly, 55(2), 178-204.
Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice Hall.
Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. Journal of Marketing, 69(October), 133-152.
Bellman, S., Johnson, E. J., Kobrin, S. J., & Lohse, G. (2004). International differences in information privacy concerns: A global survey of consumers. Information Society, 20(5), 313-324.
Bellman, S., Lohse, G., & Johnson, E. (1999). Predictors of online buying behavior. Communications of the ACM, 42(12), 32-38.
Benassi, P. (1999). Truste: An online privacy seal program. Communications of the ACM, 42(2), 56-59.
Bettman, J. R. (1998). Constructive consumer choice processes. Journal of Consumer Research, 44, 175-184.
Bradley, J., Ali, Y., & Ikhlaq, S. (2010). Sustaining and disruptive categorisation of university-licensed technologies. International Journal of Technology, 9(3), 217-237.
Brown, J. M., Miller, W. R., & Lawendowski, L. A. (1999). The self-regulation questionnaire. In L. VandeCreek, & T.L. Jackson. Innovations in Clinical Practice, 281-292.
Campbell, M. C., & Kirmani, A. (2000). Consumers' use of persuasion knowledge. The effects of accessibility and cognitive capacity on perceptions of an influence agent. Journal of Consumer Research, 27(June), 69-83.
Cardon, P. (2009). Online social networks. Business Communication Quarterly, 72(March), 96-98.
Castaneda, J., & Montoro, F. (2007). The effect of Internet general privacy concern on customer behavior. Electronic Commerce Research, 7, 117-141.
Chang, L., Marchewka, J. T., Lu, J., & Yu, C.-S. (2005). Beyond concern a privacy-trust-behavioral intention model of electronic commerce. Information & Management, 42, 289-304.
Cranor, L. F. (1999). Internet privacy. Communications of the ACM, 42(February), 29-31.
Creyer, E. (1997). The influence of firm behavior on purchase intention. Journal of Consumer Marketing, 14(6), 421-432.
Dellaert, B. G. C., & Stremersch, S. (2005). Marketing mass-customized products: Striking a balance between utility and complexity. Journal of Marketing Research, 42(May), 219-227.
DeWulf, Kristof, Odekerken-Schroder, G., & Iacobucci, D. (2001). Investments in consumer relationships: A cross-country and cross-industry exploration. Journal of Marketing, 65(October), 33-50.
Dinev, T., & Hart, P. (2006). An extended privacy calculus model for e-commerce transactions. Information Systems Research, 17(1), 61-80.
Dinev, T., & Hu, Q. (2007). The centrality of awareness in the formation of user behavioral intention toward protective information technologies. Journal of the Association for Information Systems, 8(7), 386-408.
Dunfee, T., Smith, N. C., & Ross, W. T. (1999). Social contract and marketing ethics. Journal of Marketing, 63, 14-32.
Facebook. (2010). Press room statistics. Retrieved June 1, 2010, from http://www.facebook.com/press/info.php?statistics
Fang, E. (2008). Customer participation and the trade-off between new product innovativeness and speed to market. Journal of Marketing, 72, 90-104.
Franke, N., Keinz, P., & Steger, C. J. (2009). Testing the value of customization: When do customers really prefer products tailored to their preferences? Journal of Marketing, 73, 103-121.
Freeman, L., & Urbaczewski, A. (2005). Why do people hate spyware? Communications of the ACM, 48(8), 50-53.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90.
Gibson, S. (2005). Spyware was inevitable. Communications of the ACM, 48(8), 37-49.
Ha, H.-Y. (2004). Factors influencing consumer perceptions of brand trust online. Journal of Product & Brand Management, 13(5), 329-342.
Hoffman, D. L., & Novak, T. (1999). Building consumer trust online. Communications of the ACM, 42(4), 80-85.
Hofstede, G. (2009). Cultural dimensions. Retrieved June 1, 2010, from http://www.geert-hofstede.com/
Hu, Q., & Dinev, T. (2005). Is spyware an internet nuisance or public menace? Communications of the ACM, 48(8), 61-66.
Jones, G. R., & George, J. M. (1998). The experience and evolution of trust: Implications for cooperation and teamwork. Academy of Management Review, 23(July), 531-546.
Jones, P., Clarke-Hill, C., Shears, P., Comfort, D., & Hillier, D. (2004). Radio frequency identification in the UK: Opportunities and challeneges. International Journal of Retail & Distribution Management, 32(3), 164-171.
Klein, J., Smith, C., & John, A. (2004). Why we boycott: Consumer motivations for boycott participation. Journal of Marketing, 68(July), 92-109.
Koehn, D. (2003). The nature of and conditions for online trust. Journal of Business Ethics, 43(1/2), 3-19.
Kramer, T. (2007). The effect of measurement task transparency on preference construction and evaluations of personalized recommendations. Journal of Marketing Research, 44, 224-233.
LaRose, R., Rifon, N., & Enbody, R. (2008). Promoting personal responsibility for internet safety. Communications of the ACM, 51(3), 71-76.
Mahmood, M. A., Bagchi, K., & Ford, T. C. (2004). On-line shopping behavior; cross-country empirical research. International Journal of Electronic Commerce, 9(1), 9-30.
Malhotra, N. K., Kim, S. S., & Agarwal, J. (2004). Internet users' information privacy concerns (iuipc): The construct, the scale and a causal model. Information Systems Research, 15(4), 336-355.
Mayer, R. C., Davis, J. H., & Schoorman, D. (1995). An integrative model of trust. Academy of Management Review, 20(July), 709-734.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(September), 334-359.
Merritt, S. (1984). Negative political advertising: Some empirical findings. Journal of Advertising, 13(3), 27-38.
Milberg, S. J., Smith, H. J., & Burke, S. J. (2000). Information privacy: Corporate management and national regulation. Organization Science, 11(1), 35-57.
Morales, A. C. (2005). Giving firms an 'E' for effort: Consumer responses to high-effort firms. Journal of Consumer Research, 31(March), 806-812.
Muehling, D. D. (1987). An investigation of factors underlying attitude toward advertising in general. Journal of Advertising, 16(1), 32-40.
Mulvenna, M. D., Anand, S., & Buchner, A. (2000). Personalization on the net using web mining. Communications of the ACM, 43(8), 122-125.
Palmatier, R. W., Dant, R. P., & Grewal, D. (2007). A comparative longitudinal analysis of theoretical perspectives of interorganizational relationship performance. Journal of Marketing, 71(October), 172-194.
Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS Quarterly, 30(1), 115-143.
Peslak, A. R. (2005). An ethical exploration of privacy and radio frequency identification. Journal of Business Ethics(59), 327-345.
Raghu, T. S., Kannan, P. K., Rao, H. R., & Whinston, A. B. (2001). Dynamic profiling of consumers for customized offerings over the Internet: A model and analysis. Decision Support Systems, 32(2), 117.
Rees, J., Bandypadhyay, S., & Spafford, E. H. (2003). A policy framework for information security. Communications of the ACM, 46(7), 101-111.
Ruder Finn. (2009). RF intent index. Retrieved Jan. 15, 2010, from www.ruderfinn.com/rfrelate/intent/intent-index.html
Sackmann, S., Struker, J., & Accorsi, R. (2006). Personalization in privacy-aware highly dynamic systems. Communications of the ACM, 49(9), 32-38.
Schlosser, A. E., White, T. B., & Lloyd, S. M. (2006). Converting web site visitors into buyers: How web site investment increases consumer trusting beliefs and online purchase intentions. Journal of Marketing, 70, 133-148.
Simonson, I. (2005). Determinants of customers' responses to customized offers: Conceptual framework and research propositions. Journal of Marketing, 69, 32-45.
Sipior, J. C., Ward, B. T., & Roselli, G. R. (2005). The ethical and legal concerns of spyware. Information & Management, 22(2), 39-49.
Sit, E., & Fu, K. (2001). Web cookies: Not just a privacy risk. Communications of the ACM, 44(September), 120.
Smeesters, D., & Mandel, N. (2006). Positive and negative media image effects on the self. Journal of Consumer Research, 32(4), 576-582.
Smith, H. J., Milberg, S. J., & Burke, S. J. (1996). Information privacy: Measuring individuals' concerns about organizational practices. MIS Quarterly, 20(2), 167-196.
Smith, R., & Shao, J. (2007). Privacy and e-commerce: A consumer-centric perspective. Electronic Commerce Research, 7(2), 89-116.
Son, J.-Y., & Kim, S. S. (2008). Internet users' information privacy-protective responses: A taxonomy and a nomological model. MIS Quarterly, 32, 503-529.
Taylor, D., Davis, D., & Jillapalli, R. (2009). Privacy concern and online personalization: The moderating effects of information control and compensation. Electronic Commerce Research, 9, 203-223.
Van Dyke, T. P., Midha, V., & Nemati, H. (2007). The effect of consumer privacy empowerment on trust and privacy concerns in e-commerce. Electronic Markets, 17(1), 68 - 81.
Van Slyke, C., Shim, J., Johnson, R., & Jiang, J. (2006). Concern for information privacy and online consumer purchasing. Journal of the Association for Information Systems, 7(6), 415-443.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478.
Vohs, K. D., & Schmeichel, B. J. (2003). Self-regulation and the extended now: Controlling the self alters the subjective experience of time. Journal of Personality and Social Psychology, 85(2), 217-230.
Weinberger, M. (1986). Product of target negative information: Some recent findings. European Journal of Marketing, 20(3/4), 110-128.
Yang, C., & Wu, C.-C. (2007). Gender and Internet consumers' decision-making. CyberPsychology & Behaviour, 4(1), 86-91.
Yoon, S.-O., & Simonson, I. (2008). Choice set configuration as a determinant of preference attribution and strength. Journal of Consumer Research, 35, 324-336.
Zuckerberg, M. (2009a). A great start to 2009. Retrieved February 4, 2010 from http://blog.facebook.com/blog.php?post=46881667130.
Zuckerberg, M. (2009b). An Open Letter from Facebook Founder Mark Zuckerberg. Retrieved February 4, 2010, from http://blog.facebook.com/blog.php?post=190423927130.