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
2009
ISBN: 978-3-8349-1673-0
Verlag: Gabler Verlag

Buch, Englisch, 324 Seiten, Paperback, Format (B × H): 148 mm x 210 mm, Gewicht: 511 g

Reihe: Entrepreneurship

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 these questions with an empirical study testing a theory-based model of trust, its drivers, and its effect on purchase intentions. The data sample considers interesting comparisons between industries and business phases of the supplier firm. Interested practitioners will find actionable recommendations on how to present their enterprise most trustworthy to acquire new customers.

Zielgruppe

Research

Autoren/Hrsg.

Wiedenfels, Gunnar

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensgründung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege
• Sozialwissenschaften Psychologie Psychologische Disziplinen Umwelt-, Konsum- und Werbepsychologie

Inhaltsverzeichnis

Conceptual basics.- Theoretical framework.- Hypotheses and research model.- Preparation of the empirical analysis.- Survey design and data sample.- Empirical analysis.- Discussion and conclusion.

Über Autor(innen)

Gunnar Wiedenfels wrote this dissertation under Prof. Malte Brettel’s supervision at the WIN chair of the RWTH Aachen. He works as project manager with an international management consulting firm now.