Browsing by Author "Human, Gert"

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    How macro level foundations influence emerging micro entrepreneurial activities : the case of South Africa
    (Entrepreneurship and Sustainability Center, 2020-06) Robina-Ramirez, Rafael; Human, Gert
    The importance of macro conditions for creating an environment conducive for startups to establish themselves and grow is emphasised. This paper considers the influence of two sets of macro foundations, domestic ecosystems and entrepreneurial networks as well as entrepreneurship education and research, on perceived emerging micro entrepreneurial activity. We show that the domestic ecosystem affects entrepreneurial networks, and together with entrepreneurship education, they have an impact on emerging entrepreneurial activity. Macro entrepreneurial factors also drive emerging entrepreneurial activity directly, and these relationships call for more research.
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    Perceived risk, trust and familiarity of online multi-sided pure-play platforms selling physical offerings in an emerging market
    (Unisa Press, 2019) Carstens, Marilise; Ungerer, Marius; Human, Gert
    Understanding how customers perceive trust and risk when engaging with online pure-play multi-sided platforms (MSPs), has become critical to the performance of digital marketing strategies. This study explored the relationship between perceived trust, perceived risk and user familiarity associated with MSPs. For the purpose of this study, MSPs are conceptualised as firms that operate only online, that seek to provide transacting services to buyers and sellers, and that sell physical offerings in an emerging market context. Primary data were collected through an online instrument across five MSPs and the study reported the results pertaining to differences and similarities between groups and platforms. The results show that while familiarity drives trust, its impact is moderated by perceived risk. Contrary to common belief, the results show gender differences, but do not confirm age differences in trust and the moderation effect of risk. Moreover, the results also show that the influence of familiarity is not significantly different across MSPs.