Examining Mediators of Structural Assurance Constructs in Business-To-Consumer E-Commerce

Abstract

This study examines the influence of different types of structural assurance on consumer purchasing intentions in business-to-consumer (B2C) electronic commerce. Prior research findings regarding how different types of structural assurance impact consumer purchasing intentions has been limited. Based on the institution-based trust theory, perceived trust theory and the psychological contract theory, this study proposes that perceived vendor guarantee and perceived seals of approval would have positive influence on consumer intentions through psychological contract and perceived trust. Results of this study confirmed the significance of perceived vendor guarantee and perceived seals of approval and the importance of perceived trust in the nomological network.