<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2448-6388</journal-id>
<journal-title><![CDATA[Trascender, contabilidad y gestión]]></journal-title>
<abbrev-journal-title><![CDATA[Trascender contab. gest.]]></abbrev-journal-title>
<issn>2448-6388</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Sonora, División de Ciencias Económicas y Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2448-63882023000200053</article-id>
<article-id pub-id-type="doi">10.36791/tcg.v8i23.212</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Diferencias generacionales en el comportamiento del consumidor en línea en la ciudad de Aguascalientes]]></article-title>
<article-title xml:lang="en"><![CDATA[Generational differences in online consumer behavior in the city of Aguascalientes]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pastrana Castillo]]></surname>
<given-names><![CDATA[Priscila Gabriela]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Bojórquez Guerrero]]></surname>
<given-names><![CDATA[Lorena Patricia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Robles Casillas]]></surname>
<given-names><![CDATA[Fernando]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Tecnológico Nacional de México campus Aguascalientes ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Tecnológico Nacional de México campus Aguascalientes ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Tecnológico Nacional de México campus Aguascalientes ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2023</year>
</pub-date>
<volume>8</volume>
<numero>23</numero>
<fpage>53</fpage>
<lpage>83</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-63882023000200053&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-63882023000200053&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-63882023000200053&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El objetivo de este estudio cuantitativo fue describir el comportamiento del consumidor en línea, centrándose en la comparación de tres grupos generacionales: Baby Boomers, X y Millennials. La investigación se realizó en la ciudad de Aguascalientes, México. Es crucial que las MiPymes conozcan el comportamiento de compra entre generaciones con el fin de encausar sus campañas publicitarias, estrategias de venta y creación de canales de venta en línea a nichos de mercado generacionales. Para recopilar los datos, se utilizó un cuestionario estructurado dividido en dos secciones; el primero para identificar el perfil del respondiente y el segundo para determinar el comportamiento del consumidor en línea bajo las dimensiones de hábitos de compra, motivador de compra, plataforma de compra, producto comprado, intención de compra y satisfacción del consumidor. La muestra consistió en 384 participantes, de los cuales 166 no realizaron compras en línea. Los 218 restantes fueron considerados sujetos válidos para medir el comportamiento del consumidor en línea debido a que realizaron al menos una compra bajo esta modalidad. Los resultados constatan que las tres generaciones buscan fechas especiales y sitios nacionales a la hora de comprar. Los Millennials utilizan más este canal debido a que entienden mejor el entorno digital, cada generación tuvo contacto con el mundo tecnológico en diversas etapas de su vida.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The primary objective of this quantitative study was to provide a comprehensive depiction of online consumer behavior, with a particular focus on comparing three distinct generational cohorts: Baby Boomers, Generation X, and Millennials. The investigation was conducted within the confines of Aguascalientes, Mexico. It emphasized the importance for small and medium- sized enterprises (SMEs) to understand intergenerational purchasing behavior in order to tailor advertising campaigns, sales strategies, and online sales channels to generational market segments. To facilitate the data collection process, a meticulously structured questionnaire, comprising two distinct sections: The primary aim is to determine the profile of the respondent, while the secondary aim is to investigate online consumer behavior across multiple dimensions, encompassing purchasing habits, purchase motivators, purchasing platforms, acquired products, purchase intentions, and consumer satisfaction, was employed. The sample size encompassed 384 participants, of whom 166 abstained from engaging in online purchases. Consequently, the remaining 218 respondents, who had executed at least one online transaction, were deemed as valid subjects suitable for evaluating online consumer behavior. The findings underscore the fact that all three generational groups display a proclivity towards selecting specific dates and domestic online platforms for their purchasing activities. Millennials, owing to their heightened comprehension of the digital landscape, demonstrate a more pronounced inclination towards this medium. Remarkably, notable variations between the cohorts were observed across all facets examined, as each generation experienced distinct levels of exposure to technology throughout different life stages.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[generaciones]]></kwd>
<kwd lng="es"><![CDATA[compras en línea]]></kwd>
<kwd lng="es"><![CDATA[comportamiento del consumidor]]></kwd>
<kwd lng="en"><![CDATA[generations]]></kwd>
<kwd lng="en"><![CDATA[online shopping]]></kwd>
<kwd lng="en"><![CDATA[consumer behavior]]></kwd>
</kwd-group>
</article-meta>
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