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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 havedoi:10.48009/2_iis_2009_364-371 fatcat:gjnuqpg5wfbpddafoxujapkaam