<?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>S2448-76782024000100005</article-id>
<article-id pub-id-type="doi">10.35426/iav53n133.05</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[E-commerce: experiencia, seguridad, confianza y satisfacción]]></article-title>
<article-title xml:lang="en"><![CDATA[E-commerce: Experience, Security, Trust and Satisfaction]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vela Reyna]]></surname>
<given-names><![CDATA[Juan Benito]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Olmedo Noguera]]></surname>
<given-names><![CDATA[Celia Noemí]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ibarra-Cisneros]]></surname>
<given-names><![CDATA[Manuel Alejandro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de Baja California  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Autónoma de Baja California  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Autónoma de Baja California  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<volume>53</volume>
<numero>133</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-76782024000100005&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-76782024000100005&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-76782024000100005&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El objetivo es investigar la experiencia del usuario y la seguridad en línea como influencias de satisfacción y la confianza del cliente de e-commerce. El método de investigación incluyó un modelo de ecuaciones estructurales que relaciona la seguridad percibida, la experiencia del usuario, la confianza y la satisfacción del cliente en línea. Los resultados demostraron que la experiencia y la percepción de seguridad son factores importantes que influyen en la confianza y, en consecuencia, en la satisfacción. El hallazgo relevante fue identificar a la confianza como factor principal para predecir la satisfacción del cliente. El valor del estudio es brindar a empresas la oportunidad de implementar estrategias basadas en la confianza y la satisfacción del cliente en línea, poco estudiadas previamente en México. La limitación principal fue el uso de una muestra específica de consumidores en línea en México, por ello, los resultados pueden no ser generalizables a otras poblaciones.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This study aims to investigate the influence of user experience and online security on customer satisfaction and trust in e-commerce. The research method included a structural equation modeling that relates perceived security, user experience, trust, and customer satisfaction online. The findings showed that user experience and perceived security are significant factors that influence trust, and consequently, customer satisfaction. The relevant finding was to identify trust as the main factor in predicting customer satisfaction. The study's value is to provide companies with the opportunity to implement strategies based on trust and customer satisfaction online, which have been poorly studied in Mexico previously. The main limitation was the use of a specific sample of online consumers in Mexico; thus, the results may not be generalizable to other populations.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Experiencia del Usuario]]></kwd>
<kwd lng="es"><![CDATA[Seguridad Percibida]]></kwd>
<kwd lng="es"><![CDATA[Confianza del Cliente]]></kwd>
<kwd lng="es"><![CDATA[Satisfacción]]></kwd>
<kwd lng="es"><![CDATA[E-commerce]]></kwd>
<kwd lng="en"><![CDATA[User experience]]></kwd>
<kwd lng="en"><![CDATA[Perceived Security]]></kwd>
<kwd lng="en"><![CDATA[Customer Trust]]></kwd>
<kwd lng="en"><![CDATA[Satisfaction]]></kwd>
<kwd lng="en"><![CDATA[E-commerce]]></kwd>
</kwd-group>
</article-meta>
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