<?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>0188-6266</journal-id>
<journal-title><![CDATA[Acta universitaria]]></journal-title>
<abbrev-journal-title><![CDATA[Acta univ]]></abbrev-journal-title>
<issn>0188-6266</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guanajuato, Dirección de Investigación y Posgrado]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0188-62662024000100161</article-id>
<article-id pub-id-type="doi">10.15174/au.2024.4291</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[E-commerce y la dinámica del cliente en México: análisis de factores clave para optimizar la compra]]></article-title>
<article-title xml:lang="en"><![CDATA[E-commerce and customer dynamics in Mexico: analysis of key factors to optimize purchasing]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Olmedo Noguera]]></surname>
<given-names><![CDATA[Celia Noemí]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vela Reyna]]></surname>
<given-names><![CDATA[Juan Benito]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ibarra-Cisneros]]></surname>
<given-names><![CDATA[Manuel Alejandro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de Baja California Facultad de Ciencias Administrativas ]]></institution>
<addr-line><![CDATA[Mexicali Baja California]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2024</year>
</pub-date>
<volume>34</volume>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-62662024000100161&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-62662024000100161&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-62662024000100161&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El objetivo del estudio fue analizar la relación entre variables como conveniencia, confianza, seguridad, satisfacción del cliente y experiencia del usuario con la intención de compra en e-commerce, así como explorar su optimización para mejorar la experiencia de compra en línea. La metodología fue cuantitativa transversal donde, por medio de una encuesta electrónica aplicada entre 2022 y 2023, se obtuvieron 2085 datos de personas en México y posteriormente se analizaron mediante un modelo de ecuaciones estructurales. Los resultados revelan una correlación entre experiencia del usuario y lealtad del cliente, destacando la seguridad en la promoción de la confianza y satisfacción. Aunque el estudio se centró en México, sus hallazgos sugieren que mejorar la experiencia del usuario y seguridad puede incrementar la lealtad e intención de compra. La literatura respalda la adopción masiva del e-commerce a nivel mundial, impulsada por su conveniencia y diversidad de opciones. El modelo integral de este estudio permite identificar factores clave para optimizar estrategias de e-commerce.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This study aims to analyze the relationship between variables such as convenience, trust, security, customer satisfaction, user experience, and purchase intention with e-commerce, as well as to explore their optimization to enhance the online shopping experience. A cross-sectional quantitative methodology was employed where, through an electronic survey conducted between September 2022 and March 2023, data from 2085 individuals in Mexico were collected and analyzed using a structural equation model. The results reveal a significant correlation between user experience and customer loyalty, highlighting the role of security in promoting trust and satisfaction. Although focused on Mexico, the findings suggest that improving user experience and security can significantly increase loyalty and purchase intention. The literature review supports the global adoption of e-commerce, driven by convenience and diversity. This study offers a model to identify key factors for optimizing e-commerce strategies.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Conveniencia]]></kwd>
<kwd lng="es"><![CDATA[confianza]]></kwd>
<kwd lng="es"><![CDATA[seguridad]]></kwd>
<kwd lng="es"><![CDATA[satisfacción del cliente]]></kwd>
<kwd lng="es"><![CDATA[intención de compra]]></kwd>
<kwd lng="es"><![CDATA[e-commerce]]></kwd>
<kwd lng="en"><![CDATA[Convenience]]></kwd>
<kwd lng="en"><![CDATA[trust]]></kwd>
<kwd lng="en"><![CDATA[security]]></kwd>
<kwd lng="en"><![CDATA[customer satisfaction]]></kwd>
<kwd lng="en"><![CDATA[purchase intent]]></kwd>
<kwd lng="en"><![CDATA[e-commerce]]></kwd>
</kwd-group>
</article-meta>
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