<?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>2395-8782</journal-id>
<journal-title><![CDATA[Ciencia ergo sum]]></journal-title>
<abbrev-journal-title><![CDATA[Cienc. ergo-sum]]></abbrev-journal-title>
<issn>2395-8782</issn>
<publisher>
<publisher-name><![CDATA[Universidad Autónoma del Estado de México, Instituto Literario]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2395-87822023000200195</article-id>
<article-id pub-id-type="doi">10.30878/ces.v30n2a2</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La confianza y el compromiso afectivo como factores determinantes en el emprendimiento de estudiantes universitarios. Una construcción en el contexto del marketing relacional educativo]]></article-title>
<article-title xml:lang="en"><![CDATA[Trust and affective commitment as determining factors in the entrepreneurship of university students. A construction in the context of educational relationship marketing]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Matos-Cámara]]></surname>
<given-names><![CDATA[Rafael Fabricio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ruiz Ruiz]]></surname>
<given-names><![CDATA[José María]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Bernárdez-Vilaboa]]></surname>
<given-names><![CDATA[Ricardo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Huerta-Zavala]]></surname>
<given-names><![CDATA[Pilar]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Lobato-Rincón]]></surname>
<given-names><![CDATA[Luis-Lucio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad La Salle Cancún  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Complutense de Madrid  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Complutense de Madrid  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad de Burgos  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<aff id="Af5">
<institution><![CDATA[,Universidad Complutense de Madrid  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2023</year>
</pub-date>
<volume>30</volume>
<numero>2</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2395-87822023000200195&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2395-87822023000200195&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2395-87822023000200195&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Se busca conocer en qué medida la confianza que construyen los estudiantes por su universidad influyen en su compromiso afectivo y también cómo los efectos tanto de la confianza y del compromiso afectivo determinan su emprendimiento. Este estudio es cuantitativo, transversal, de tipo no experimental y explicativo. Se ha desarrollado una encuesta estructurada para recolectar información de una muestra de 126 universitarios y se aplicó el método de ecuaciones estructurales mediante un análisis Path utilizando los programas estadísticos LISREL 8.80 e IBM SPSS 24. Los resultados muestran que los estudiantes desarrollan relaciones de confianza que determinan el compromiso afectivo. No obstante, la confianza que el estudiante siente por la universidad no influye en su espíritu emprendedor.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The objective of this work is to know to what extent the trust that students build for their university influences their affective commitment, and how the effects of both trust and affective commitment determine their entrepreneurship. This study is quantitative, cross-sectional, non-experimental and explanatory. A structured survey has been developed to collect information from a sample of 126 university students and the method of structural equations was applied through Path analysis using the statistical programs LISREL 8.80 and IBM SPSS 24. The results show that students develop relationships of trust towards the affective commitment. However, the trust that the student feels for the university does not influence his entrepreneurial spirit.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[emprendimiento]]></kwd>
<kwd lng="es"><![CDATA[confianza]]></kwd>
<kwd lng="es"><![CDATA[compromiso afectivo]]></kwd>
<kwd lng="es"><![CDATA[marketing de relaciones]]></kwd>
<kwd lng="es"><![CDATA[universidad]]></kwd>
<kwd lng="en"><![CDATA[entrepreneurship]]></kwd>
<kwd lng="en"><![CDATA[trust]]></kwd>
<kwd lng="en"><![CDATA[affective commitment]]></kwd>
<kwd lng="en"><![CDATA[relationship marketing]]></kwd>
<kwd lng="en"><![CDATA[university]]></kwd>
</kwd-group>
</article-meta>
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