Trust of Potential Buyers in New Entrepreneurial Ventures An Analysis of Trust Drivers, the Relevance for Purchase Intentions, and the Moderating Effect of Product or Service Qualities /

• Κύριος συγγραφέας: Wiedenfels, Gunnar (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Wiesbaden : Gabler, 2009.
• Θέματα: Business.; Marketing.; Leadership.; Business and Management.; Business Strategy/Leadership.

Acquiring the first customers is a make-or-break challenge for new ventures. In how far does the trust of a potential future customer in a new venture influence his decision to purchase? How can an entrepreneur convey trustworthiness in order to influence the decision? Gunnar Wiedenfels responds to...

Πίνακας περιεχομένων:

• Conceptual basics
• Theoretical framework
• Hypotheses and research model
• Preparation of the empirical analysis
• Survey design and data sample
• Empirical analysis
• Discussion and conclusion.