<?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>2007-3607</journal-id>
<journal-title><![CDATA[PAAKAT: revista de tecnología y sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[PAAKAT: rev. tecnol. soc.]]></abbrev-journal-title>
<issn>2007-3607</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Sistema de Universidad Virtual]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2007-36072024000100001</article-id>
<article-id pub-id-type="doi">10.32870/pk.a14n26.820</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La información y facilidad de uso del comercio social: antecedente de la confianza para la intención de compra]]></article-title>
<article-title xml:lang="en"><![CDATA[Information and ease of use of social commerce: Prerequisite of trust in consumers&#8217; purchase intention]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Medina-Quintero]]></surname>
<given-names><![CDATA[José Melchor]]></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>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2024</year>
</pub-date>
<volume>14</volume>
<numero>26</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2007-36072024000100001&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2007-36072024000100001&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2007-36072024000100001&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El comercio social es la evolución natural del comercio electrónico, en el cual algunos estudios científicos se han enfocado en analizar los factores que impactan en los consumidores cuando realizan sus compras a través de internet. Para ello, el objetivo de esta investigación es determinar la influencia de la información vertida en las redes sociales y la facilidad de uso de la tecnología del comercio social, con el propósito de generar confianza en las operaciones comerciales del consumidor como un antecedente en su intención de comprar en línea. Para alcanzar la meta, el método propuesto consiste en la aplicación de un cuestionario a 182 consumidores del comercio social en el noreste de México y para el análisis inferencial se cuenta con la herramienta estadística de segunda generación SmartPLS v4. Los resultados principales muestran que la confianza es determinante para la intención de compra y, a su vez, la calidad de la información es el principal antecesor para que los consumidores cuenten con la confianza al efectuar sus compras.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Social commerce is the natural evolution of electronic commerce, in which some scientific studies have focused on analyzing the factors that impact consumers to make their purchases through the Internet. As such, the objective of this research is to determine the influence of the information posted on social media and the ease of use of social commerce technology, with the purpose of generating trust in the consumer's commercial operations as a precedent in their intention to purchase through the Internet. The proposed method is the administration of a questionnaire to 182 users of social commerce in the northeastern region of Mexico. The SmartPLS v4 software was used for inferential analysis. The main findings show that trust is essential in purchase intention. Likewise, the information quality is the main prerequisite for consumers to shop trusty social commerce.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Redes sociales]]></kwd>
<kwd lng="es"><![CDATA[comercio electrónico]]></kwd>
<kwd lng="es"><![CDATA[compras en línea]]></kwd>
<kwd lng="es"><![CDATA[uso de la tecnología]]></kwd>
<kwd lng="en"><![CDATA[Social media]]></kwd>
<kwd lng="en"><![CDATA[e-commerce]]></kwd>
<kwd lng="en"><![CDATA[online purchases]]></kwd>
<kwd lng="en"><![CDATA[use of technology]]></kwd>
</kwd-group>
</article-meta>
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