Trust of Potential Buyers in New Entrepreneurial Ventures

Download or read book Trust of Potential Buyers in New Entrepreneurial Ventures written by Gunnar Wiedenfels and published by Springer Science & Business Media. This book was released on 2009-07-25 with total page 345 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.