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

  • Authors
  • Gunnar Wiedenfels

Table of contents

  1. Front Matter
    Pages I-XXVIII
  2. Gunnar Wiedenfels
    Pages 1-13
  3. Gunnar Wiedenfels
    Pages 15-49
  4. Gunnar Wiedenfels
    Pages 51-70
  5. Gunnar Wiedenfels
    Pages 71-93
  6. Gunnar Wiedenfels
    Pages 95-144
  7. Gunnar Wiedenfels
    Pages 145-179
  8. Gunnar Wiedenfels
    Pages 181-205
  9. Gunnar Wiedenfels
    Pages 207-230
  10. Back Matter
    Pages 231-324

About this book


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.


Customer Relationship Entrepreneurship Junge Unternehmen New Entrepreneurial Venture New Venture Vertrauensbildung

Bibliographic information

  • DOI
  • Copyright Information Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2009
  • Publisher Name Gabler
  • eBook Packages Business and Economics
  • Print ISBN 978-3-8349-1673-0
  • Online ISBN 978-3-8349-9495-0
  • Buy this book on publisher's site
Industry Sectors
Materials & Steel
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods