Trust of Potential Buyers in New Entrepreneurial Ventures

An Analysis of Trust Drivers, the Relevance of Purchase Intentions, and the Moderating Effect of Product or Service Qualities
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ISBN-13:
9783834916730
Einband:
Taschenbuch
Erscheinungsdatum:
25.06.2009
Seiten:
324
Autor:
Gunnar Wiedenfels
Gewicht:
464 g
Format:
214x149x20 mm
Serie:
Entrepreneurship
Sprache:
Englisch
Beschreibung:

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 these questions with an empirical study testing a theory-based model of trust, its drivers, and its effect on purchase intentions. The data sample considers interesting comparisons between industries and business phases of the supplier firm. Interested practitioners will find actionable recommendations on how to present their enterprise most trustworthy to acquire new customers.
Trust Model; Trust Transfer; Purchase Intention; Data Survey; New Entrepreneurial Venture; Structural Equation Model
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 these questions with an empirical study testing a theory-based model of trust, its drivers, and its effect on purchase intentions. The data sample considers interesting comparisons between industries and business phases of the supplier firm. Interested practitioners will find actionable recommendations on how to present their enterprise most trustworthy to acquire new customers.

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