Abstract: Internet platform regulation has become one of the most important issues for the high-quality development of the digital economy. Based on the analysis of two-sided market characteristics of Internet platforms, government regulation, market environment and regulatory entities are incorporated into the analytical framework of regulatory mechanisms. Through the analysis of 5610 samples of user survey data from China, it is found that: (1) strengthening anti-monopoly governance measures can increase the public perception of regulation, and there is age heterogeneity in this effect; (2) the role of price discrimination and anti-monopoly governance on the public perception of regulation shows a mutually reinforcing effect; and (3) enterprises shouldering the main responsibility can increase the public perception of regulation.

Key words:  Internet platforms, anti-monopoly governance, regulatory perception, price discrimination, corporate self-regulation