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...

Full description

Main Author: Wiedenfels, Gunnar.
Corporate Author: SpringerLink (Online service)
Format: Electronic
Language: English
Published: Wiesbaden : Gabler, 2009.
Online Access:
Tags: Add Tag
No Tags, Be the first to tag this record!