<?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>2594-0163</journal-id>
<journal-title><![CDATA[Mercados y negocios]]></journal-title>
<abbrev-journal-title><![CDATA[Merc. negocios]]></abbrev-journal-title>
<issn>2594-0163</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Centro Universitario de Ciencias Económico Administrativas]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2594-01632025000100057</article-id>
<article-id pub-id-type="doi">10.32870/myn.vi54.7776</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Consumer Happiness in the Purchase of Electric Vehicles: a Fuzzy Logic Model]]></article-title>
<article-title xml:lang="es"><![CDATA[Felicidad del consumidor en la compra de vehículos eléctricos: un modelo de lógica difusa]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Lámbarry-Vilchis]]></surname>
<given-names><![CDATA[Fernando]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Barsekh Onji]]></surname>
<given-names><![CDATA[Aboud]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Chavarría López]]></surname>
<given-names><![CDATA[Leticia Refugio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Maldonado Colín]]></surname>
<given-names><![CDATA[Paola Judith]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Instituto Politécnico Nacional  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Qatar Embassy  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Consejo Superior del Cooperativismo de la República Mexicana  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Instituto Politécnico Nacional  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>México</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>04</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>04</month>
<year>2025</year>
</pub-date>
<volume>26</volume>
<numero>54</numero>
<fpage>57</fpage>
<lpage>86</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2594-01632025000100057&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2594-01632025000100057&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2594-01632025000100057&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT This study analyzes customer happiness in acquiring an electric vehicle, considering pleasure as an ambiguous language term that conventional models have inadequately incorporated. This research was conducted using a fuzzy Delphi method survey targeting a specific consumer group and two fuzzy inference systems: a multi-input single-output FIS model and an FIS Tree employing a hierarchical fuzzy inference structure, which leverages the survey's training data to optimize the models using different machine learning algorithms. The FIS tree model demonstrated superior efficacy in predicting the consumer satisfaction index, achieving an average forecast error of 0.65%. This approach could assist automobile agency marketers in creating accurate predictions to evaluate the purchasing decision-making process.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN Esta investigación analiza la felicidad del consumidor en la compra de un vehículo eléctrico, desde la perspectiva de la felicidad como una variable lingüística ambigua que los modelos tradicionales no han integrado eficazmente. Para ello, se aplicó el método Delphi difuso a un grupo específico de consumidores y se desarrollaron dos modelos difusos: uno de múltiples entradas y una salida y otro de árbol jerárquico optimizados con algoritmos de aprendizaje automático. Se concluye que el modelo de árbol es más efectivo para pronosticar la felicidad del consumidor con un error promedio del 0.65%. Este modelo ayudaría a los especialistas y gerentes de marketing para realizar predicciones confiables y analizar el proceso de toma de decisiones de compra de vehículos eléctricos.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Fuzzy Logic]]></kwd>
<kwd lng="en"><![CDATA[Consumer happiness]]></kwd>
<kwd lng="en"><![CDATA[Fuzzy logic models]]></kwd>
<kwd lng="en"><![CDATA[Decision-making]]></kwd>
<kwd lng="en"><![CDATA[C65]]></kwd>
<kwd lng="en"><![CDATA[D81]]></kwd>
<kwd lng="en"><![CDATA[M31]]></kwd>
<kwd lng="es"><![CDATA[Lógica difusa]]></kwd>
<kwd lng="es"><![CDATA[Felicidad del consumidor]]></kwd>
<kwd lng="es"><![CDATA[Modelos de lógica difusa]]></kwd>
<kwd lng="es"><![CDATA[Toma de decisión]]></kwd>
<kwd lng="es"><![CDATA[C65]]></kwd>
<kwd lng="es"><![CDATA[D81]]></kwd>
<kwd lng="es"><![CDATA[M31]]></kwd>
</kwd-group>
</article-meta>
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