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 /

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...

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Main Author: Wiedenfels, Gunnar.
Corporate Author: SpringerLink (Online service)
Format: Electronic
Language: English
Published: Wiesbaden : Gabler, 2009.
Subjects:
Online Access: http://dx.doi.org/10.1007/978-3-8349-9495-0
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