<?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>2007-9753</journal-id>
<journal-title><![CDATA[RIIIT. Revista internacional de investigación e innovación tecnológica]]></journal-title>
<abbrev-journal-title><![CDATA[RIIIT. Rev. int. investig. innov. tecnol.]]></abbrev-journal-title>
<issn>2007-9753</issn>
<publisher>
<publisher-name><![CDATA[Universidad Autónoma de Coahuila]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-97532019000300001</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[E-commerce vs. tienda física. El packaging como elemento de influencia en la compra]]></article-title>
<article-title xml:lang="en"><![CDATA[E-commerce vs. physical store. Packaging as an element of influence in the purchase]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Abdelazim-Mohamed]]></surname>
<given-names><![CDATA[N.B.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[García-Medina]]></surname>
<given-names><![CDATA[I.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[González-Romo]]></surname>
<given-names><![CDATA[Z.F.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Glasgow Caledonian University Departamento de Marketing ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>United Kingdom</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universitat Internacional de Catalunya Departamento de Comunicación ]]></institution>
<addr-line><![CDATA[Barcelona ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2019</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2019</year>
</pub-date>
<volume>7</volume>
<numero>38</numero>
<fpage>0</fpage>
<lpage>0</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-97532019000300001&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-97532019000300001&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-97532019000300001&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Esta investigación proporcionará nuevos conocimientos útiles para los especialistas en marketing de cosméticos con respecto a las preferencias de los consumidores en función de los elementos visuales de productos de cuidado del cabello, cuidado de la piel y maquillaje, tanto en tiendas virtuales como en tiendas físicas. Para la investigación se adoptó un enfoque de investigación cuantitativa utilizando el diseño de investigación de la encuesta y se recogieron datos de 130 mujeres en Reino Unido. Los resultados de las encuestas muestran que el comportamiento del consumidor de cosméticos se ve afectado por los elementos visuales de los diseños de los envases de cosméticos y, por lo tanto, afecta sus intenciones de compra. Además, se demostró que el material y los colores de los embalajes de productos de cuidado capilar y maquillaje son de gran importancia con respecto al nivel de atractivo y, por lo tanto, para las preferencias de los consumidores.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This research will provide new useful insights for cosmetics marketing specialists with respect to consumer preferences based on the visual elements of hair care, skin care and makeup products. For the research, a quantitative research approach was adopted using the design of the survey and data were collected from 130 women in the United Kingdom. The results of the surveys show that the consumer behavior of cosmetics is affected by the visual elements of the cosmetic packaging designs and, therefore, affects their purchase intentions. In addition, it was demonstrated that the material and colors of the packaging of hair care products and makeup are of great importance with respect to the level of attractiveness and, therefore, for the preferences of the consumers.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Consumer behavior]]></kwd>
<kwd lng="en"><![CDATA[e-commerce]]></kwd>
<kwd lng="en"><![CDATA[purchase intention]]></kwd>
<kwd lng="en"><![CDATA[packaging design]]></kwd>
<kwd lng="en"><![CDATA[female cosmetics]]></kwd>
<kwd lng="es"><![CDATA[Comportamiento del consumidor]]></kwd>
<kwd lng="es"><![CDATA[comercio electrónico]]></kwd>
<kwd lng="es"><![CDATA[intención de compra]]></kwd>
<kwd lng="es"><![CDATA[diseño de envase]]></kwd>
<kwd lng="es"><![CDATA[cosmética femenina]]></kwd>
</kwd-group>
</article-meta>
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