<?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>S0188-62662024000100114</article-id>
<article-id pub-id-type="doi">10.15174/au.2024.3922</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Factores del comercio social que contribuyen en la decisión de compra del consumidor millennial del estado de Baja California]]></article-title>
<article-title xml:lang="en"><![CDATA[Factors of social commerce that contribute to the purchase decision of millennial consumers from Baja California state]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Miranda Zavala]]></surname>
<given-names><![CDATA[Ana María]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cruz Estrada]]></surname>
<given-names><![CDATA[Isaac]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de Baja California Facultad de Turismo y Mercadotecnia ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma de Baja California  ]]></institution>
<addr-line><![CDATA[Tijuana 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=S0188-62662024000100114&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-62662024000100114&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-62662024000100114&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El objetivo de la presente investigación es determinar los factores del comercio social que contribuyen en la decisión de compra del consumidor millennial residente del estado de Baja California, México. Se trata de un estudio transversal, descriptivo y correlacional. Se realizó una revisión de literatura conceptualizando el comercio social (s-commerce). Para el tamaño de la muestra se utilizó una confianza de 97% y un error de 4.2% que corresponde a la representatividad de la población de estudio. Se aplicaron 667 cuestionarios a consumidores millennials, y se realizó un análisis factorial exploratorio. Como resultado se obtuvieron cuatro componentes que contribuyen con la decisión de compra: (1) Atención y seguimiento a las necesidades del cliente durante y posterior a la compra, (2) Proceso de compra segura y eficiente, (3) Estrategias de publicidad y (4) Programas de fidelización. Se concluye que los millennials consideran a las redes sociales una necesidad y tienen una actitud positiva hacia las compras a través del s-commerce y la publicidad, se sienten motivados por los comentarios en las redes sociales, además, toman en cuenta la opinión de otros usuarios antes de realizar la compra.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The objective of this research is to determine the factors of social commerce that contribute to the purchase decision of millennial consumers from the state of Baja California, Mexico. This is a cross-sectional, descriptive, and correlational. A literature review conceptualizing social commerce (s-commerce) was conducted. For the sample size a 97% confidence and 4.2% error was used, which corresponds to the representativeness of the study population. A total of 667 questionnaires were applied to millennial consumers, and an exploratory factor analysis was performed. Results show four components that contribute to the purchase decision: (1) Attention and monitoring of the needs of the customer during and after the purchase, (2) Safe and efficient purchasing process, (3) Advertising strategies, and (4) Loyalty programs. It is concluded that millennials consider social networks a necessity and have a positive attitude towards purchases through s-commerce and advertising, they feel motivated by comments on social networks, and they consider the opinions of others. users before making the purchase.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Comercio social]]></kwd>
<kwd lng="es"><![CDATA[millennials]]></kwd>
<kwd lng="es"><![CDATA[decisión de compra]]></kwd>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="es"><![CDATA[consumidor]]></kwd>
<kwd lng="en"><![CDATA[Social commerce]]></kwd>
<kwd lng="en"><![CDATA[millennials]]></kwd>
<kwd lng="en"><![CDATA[buying decision]]></kwd>
<kwd lng="en"><![CDATA[social networks]]></kwd>
<kwd lng="en"><![CDATA[consumer]]></kwd>
</kwd-group>
</article-meta>
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