<?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>2448-7678</journal-id>
<journal-title><![CDATA[Investigación administrativa]]></journal-title>
<abbrev-journal-title><![CDATA[Investig. adm.]]></abbrev-journal-title>
<issn>2448-7678</issn>
<publisher>
<publisher-name><![CDATA[Instituto Politécnico Nacional, Escuela Superior de Comercio y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2448-76782021000100003</article-id>
<article-id pub-id-type="doi">10.35426/iav50n127.03</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Intención, actitud y uso real del e-commerce]]></article-title>
<article-title xml:lang="en"><![CDATA[Relevance, attitude and the real use of e-commerce]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Salas-Rubio]]></surname>
<given-names><![CDATA[María Inés]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ábrego-Almazán]]></surname>
<given-names><![CDATA[Demián]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mendoza-Gómez]]></surname>
<given-names><![CDATA[Joel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de Tamaulipas  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma de Tamaulipas  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Autónoma de Nuevo León  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<volume>50</volume>
<numero>127</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-76782021000100003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-76782021000100003&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-76782021000100003&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: El objetivo de la investigación fue analizar la conducta del consumidor observando la relación de la actitud compuesta por los beneficios y grado de complejidad sobre la aceptación del e-commerce. El método de investigación es empírico cuantitativo realizando una encuesta a 450 clientes reales y potenciales y la técnica estadística el modelado de ecuaciones estructurales. En los resultados se evidenció que los beneficios percibidos y el grado de complejidad tienen alta participación en la actitud del individuo y la influencia de ésta sobre la intención del uso del Internet como medio de compra, el hallazgo y originalidad del trabajo es que no existen investigaciones en Latinoamérica realizando el análisis y tratamiento de la actitud como un constructo de segundo orden. En las limitaciones, esta la necesidad de más estudios que consideren los aspectos críticos actuales de la sociedad que exigen el mayor uso del e-commerce.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The objective of the research was to analyze consumer behavior by observing the relationship of the attitude made up of benefits and the degree of complexity on the acceptance of electronic commerce. The research method is quantitative empirical, conducting a survey of 450 real and potential clients and the statistical technique using the structural equation model. In the results it was evidenced that the perceived benefits and the degree of complexity have a high participation in the attitude of the individual and the influence of this on the intention of using the Internet as a means of purchase, the finding and originality of the work is that there are no investigations in Latin America by analyzing and treating attitude as a secondorder construct. In the limitations is the need for more studies that consider the current critical aspects of society that require the greater use of electronic commerce.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[actitud]]></kwd>
<kwd lng="es"><![CDATA[uso]]></kwd>
<kwd lng="es"><![CDATA[e-commerce]]></kwd>
<kwd lng="es"><![CDATA[ecuaciones estructurales]]></kwd>
<kwd lng="es"><![CDATA[segundo-orden]]></kwd>
<kwd lng="en"><![CDATA[attitude]]></kwd>
<kwd lng="en"><![CDATA[use]]></kwd>
<kwd lng="en"><![CDATA[e-commerce]]></kwd>
<kwd lng="en"><![CDATA[structural equations]]></kwd>
<kwd lng="en"><![CDATA[second-order]]></kwd>
</kwd-group>
</article-meta>
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