<?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>2395-9169</journal-id>
<journal-title><![CDATA[Estudios sociales. Revista de alimentación contemporánea y desarrollo regional]]></journal-title>
<abbrev-journal-title><![CDATA[Estud. soc. Rev. aliment. contemp. desarro. reg.]]></abbrev-journal-title>
<issn>2395-9169</issn>
<publisher>
<publisher-name><![CDATA[Centro de Investigación en Alimentación y Desarrollo A.C.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2395-91692023000200126</article-id>
<article-id pub-id-type="doi">10.24836/es.v33i62.1336</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Elementos relacionados con la satisfacción del consumidor del m-commerce de la ciudad de Tijuana]]></article-title>
<article-title xml:lang="en"><![CDATA[Elements related with consumer satisfaction of m-commerce in the city of Tijuana]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Miranda-Zavala]]></surname>
<given-names><![CDATA[Ana María]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cruz-Estrada]]></surname>
<given-names><![CDATA[Isaac]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Baja California  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2023</year>
</pub-date>
<volume>33</volume>
<numero>62</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2395-91692023000200126&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2395-91692023000200126&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2395-91692023000200126&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Objetivo:  Analizar los elementos relacionados con la satisfacción del consumidor del mcommerce con residencia en la ciudad de Tijuana.  Metodología: Revisión de literatura acerca del concepto del m-commerce. Se aplicó un cuestionario a 600 consumidores del mcommerce con residencia en la ciudad de Tijuana.  Resultados:  Mediante la aplicación de la técnica estadística de regresión lineal múltiple, se encontró que existe asociación positiva entre las variables independientes (eficiencia del proceso de compra, optimización y diseño del sitio web o app móvil, seguimiento durante y posterior a la venta, seguridad de la plataforma o app móvil), con la variable dependiente (satisfacción del m-commerce).  Limitaciones:  El estudio se concentra en la experiencia de los consumidores del m-commerce de la ciudad de Tijuana. Es necesario en una nueva investigación identificar las coincidencias y diferencias con las estrategias empleadas para satisfacer las necesidades de los usuarios por los micro y pequeños empresarios de Tijuana que utilizan el m-commerce como uno de sus canales de venta principal.  Conclusiones:  El consumidor contemporáneo se ha estado adaptando a nuevas modalidades y sistema de compra, resolviendo la oportunidad, rapidez, conveniencia, exploración y diversidad desde su dispositivo móvil.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  Objective:  Analyze the elements related to the satisfaction of the m-commerce consumer residing in the city of Tijuana.  Methodology:  Review about the concept of m-commerce. A questionnaire was applied to 600 m-commerce consumers residing in the city of Tijuana.  Results:  By applying the statistical technique of multiple linear regression, it was found that there is a positive association between the independent variables (efficiency of the purchasing process, optimization and design of the website or mobile app, monitoring during and after the sale, security of the platform or mobile app), with the dependent variable (m-commerce satisfaction).  Limitations:  The study focuses on the experience of m-commerce consumers in the city of Tijuana. It is necessary in a new investigation to identify the coincidences and differences with the strategies used to satisfy the needs of users by micro and small entrepreneurs in Tijuana who use m-commerce as one of their main sales channels.  Conclusions:  The contemporary consumer has been adapting to new purchasing modalities and systems, resolving opportunity, speed, convenience, exploration, and diversity from their mobile device.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[desarrollo regional]]></kwd>
<kwd lng="es"><![CDATA[usuario móvil]]></kwd>
<kwd lng="es"><![CDATA[comercio móvil]]></kwd>
<kwd lng="es"><![CDATA[inmediatez]]></kwd>
<kwd lng="es"><![CDATA[experiencia móvil]]></kwd>
<kwd lng="es"><![CDATA[teléfono inteligente]]></kwd>
<kwd lng="en"><![CDATA[regional development]]></kwd>
<kwd lng="en"><![CDATA[mobile user]]></kwd>
<kwd lng="en"><![CDATA[m-commerce]]></kwd>
<kwd lng="en"><![CDATA[immediacy]]></kwd>
<kwd lng="en"><![CDATA[mobile experience]]></kwd>
<kwd lng="en"><![CDATA[smartphone]]></kwd>
</kwd-group>
</article-meta>
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