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...
|Main Author:||Wiedenfels, Gunnar.|
|Corporate Author:||SpringerLink (Online service)|
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