Types of structural assurance and their relationships with trusting intentions in business-to-consumer e-commerce

@article{Sha2009TypesOS,
  title={Types of structural assurance and their relationships with trusting intentions in business-to-consumer e-commerce},
  author={Wei Sha},
  journal={Electronic Markets},
  year={2009},
  volume={19},
  pages={43-54}
}
This study examines the effects of different types of structural assurance mechanisms on trusting intention in business-to-consumer electronic commerce. Inconsistent results from prior research on structural assurance motivated the current study to further explore the nature of structural assurance. Based on the Institution-based Trust Theory, this paper proposes that different types of structural assurance mechanisms, specifically: seals of approval, vendor-specific guarantees, protections… CONTINUE READING

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