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Enhancing Trust Or Reducing Perceived Risk, What Matters More When Launching A New Product?

Author

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  • ANN-MARIE NIENABER

    (Coventry University, Center for Trust Research and Ethical Behaviour, Priory St, Coventry, West Midlands CV1 5FB, UK)

  • GERHARD SCHEWE

    (University of Munster, Universitätsstraße 14-16, 48143 Munster, Germany)

Abstract

Using a collection of data among 490 participants from different companies in the field of medical engineering market, we contribute to the role of contact intensity by a business partner when launching new products by introducing trust as a mediator to the concept of perceived risk reduction to enhance the relationship commitment. The findings show that the common concept of risk reduction to enhance the relationship commitment is overrated. In detail, the results show first, that the influence of trust on the relationship commitment is decisive instead of reducing perceived risk by the customer. The contact intensity is only important to enhance trust which influences the relationship commitment in a positive way. Hence, managers should concentrate on the development of trust and not on the reduction of perceived risk of the customer. Second, our findings demonstrate that the attitude whether the customer is averse of affine towards innovations has no influence on the relationship between contact intensity and relationship commitment. This is obviously the opposite of the findings of most researchers in literature who usually state customers need different contacts of the seller to purchase a new product depending on their attitude towards innovations.

Suggested Citation

  • Ann-Marie Nienaber & Gerhard Schewe, 2014. "Enhancing Trust Or Reducing Perceived Risk, What Matters More When Launching A New Product?," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 18(01), pages 1-24.
    • Handle: RePEc:wsi:ijimxx:v:18:y:2014:i:01:n:s1363919614500054
    DOI: 10.1142/S1363919614500054
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    Citations

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    Cited by:

    1. Sihem Ben Mahmoud-Jouini & Philippe Silberzahn & Thomas Paris, 2017. "Resolving The Commitment-Flexibility Dilemma In New Technology Ventures," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 21(06), pages 1-18, August.
    2. Konya-Baumbach, Elisa & Schuhmacher, Monika C. & Kuester, Sabine & Kuharev, Victoria, 2019. "Making a first impression as a start-up: Strategies to overcome low initial trust perceptions in digital innovation adoption," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 385-399.
    3. Uwe Kehrel & Kai Klischan & Nathalie Sick, 2016. "Why Research Partnerships Fail in the Biotechnology Sector — An Empirical Analysis of Strategic Partnerships," International Journal of Innovation and Technology Management (IJITM), World Scientific Publishing Co. Pte. Ltd., vol. 13(01), pages 1-23, February.
    4. Hyo Min Seo & Min Cheol Kim & Kyungro Chang & Taehee Kim, 2016. "Influence Of Interpersonal Trust On Innovative Behaviour Of Service Workers: Mediating Effects Of Knowledge Sharing," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 20(02), pages 1-21, February.
    5. Kuester, Sabine & Konya-Baumbach, Elisa & Schuhmacher, Monika C., 2018. "Get the show on the road: Go-to-market strategies for e-innovations of start-ups," Journal of Business Research, Elsevier, vol. 83(C), pages 65-81.
    6. Hengstler, Monika & Enkel, Ellen & Duelli, Selina, 2016. "Applied artificial intelligence and trust—The case of autonomous vehicles and medical assistance devices," Technological Forecasting and Social Change, Elsevier, vol. 105(C), pages 105-120.

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