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 - Entrepreneurship - Gunnar Wiedenfels - Books - Springer Fachmedien Wiesbaden - 9783834916730 - June 25, 2009
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Gunnar Wiedenfels
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 - Entrepreneurship 2009 edition

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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? In his dissertation, 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.

324 pages, 97 black & white illustrations, 60 black & white tables, biography

Media Books     Paperback Book   (Book with soft cover and glued back)
Released June 25, 2009
ISBN13 9783834916730
Publishers Springer Fachmedien Wiesbaden
Pages 324
Dimensions 148 × 210 × 18 mm   ·   421 g
Language English   German  

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