ISBN
Formato digital
978-607-607-950-8
Fecha de publicación
09-12-2024
Licencia
D. R. © copyright 2024; Adelaida Figueroa Villanueva, Berenice Martínez Pérez, Sósima Carrillo, Zulema Córdova Ruiz.
Las características de esta publicación son propiedad de la Universidad Autónoma de Baja California. www.uabc.mx
Av. Álvaro Obregón y Julián Carrillo s/n, Col. Nueva. C.P. 21100. Mexicali, B. C., México.
Juan Benito Vela Reyna
Universidad Autónoma de Baja California
Celia Noemí Olmedo Noguera
Universidad Autónoma de Baja California
Manuel Alejandro Ibarra Cisneros
Universidad Autónoma de Baja California
Lourdes Patricia Escobar Pérez
Universidad Autónoma de Baja California
Acerca de
Esta investigación analiza variables de gestión en el comercio electrónico mexicano para optimizar la experiencia de compra en línea. Se plantean tres preguntas clave: cómo la seguridad en las transacciones influye en la lealtad del cliente, la relación entre la confianza del cliente y su intención de compra, y el impacto de la percepción de seguridad en la satisfacción del cliente en México. La metodología se basa en la revisión de datos secundarios, seleccionando fuentes confiables, análisis de tendencias y síntesis de hallazgos. Se abordan limitaciones y consideraciones éticas, y se ofrecen recomendaciones para las empresas de e-commerce. Los resultados muestran que la seguridad transaccional y la confianza están estrechamente vinculadas, siendo esenciales para fomentar la lealtad, la intención de compra y la satisfacción del cliente en el comercio electrónico en México.
En los últimos años, el valor de las compras en línea ha experimentado un notable incremento. Este proceso implica que los consumidores exploren, busquen, comparen y adquieran productos a través de Internet. La digitalización ha reconfigurado de manera profunda nuestra forma de vida, revolucionando la manera en que llevamos a cabo transacciones comerciales y compras (Hasan, et.al 2021). En la actualidad, el comercio electrónico (e-commerce) se ha consolidado como una opción cada vez más común para los consumidores a nivel global, gracias a sus múltiples ventajas (Narvaez y Ortega, 2020). La comodidad de adquirir productos desde el hogar, la amplia gama de opciones disponibles y el acceso a ofertas exclusivas son solo algunos de los atractivos que hacen del comercio electrónico una alternativa popular entre los consumidores (Taher, 2021).
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