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 /

• Main Author: Wiedenfels, Gunnar (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Gabler, 2009.
• Subjects: 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...

Table of Contents:

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