Resumen: El comercio electrónico del sector de la moda ha aumentado en los últimos años en Latinoamérica, especialmente a raíz de la pandemia, sin embargo, todavía existen problemas en la aceptación de este canal de compra. La presente investigación se centra en algunos factores que podrían influir en la intención de compra y tiene como objetivos comprobar cómo en ella influyen la confianza, los riesgos percibidos, los costos y la conveniencia. Para esto, se suministró un cuestionario a 223 estudiantes de cuatro universidades del Ecuador. Para el análisis de los datos obtenidos se desarrolló un modelo PLS-SEM, en el cual la confianza en el vendedor actúa como variable mediadora en la relación entre los otros tres factores y la intención de compra. Los resultados muestran que dicho modelo tiene un aceptable poder predictivo y explicativo. Asimismo, se comprueba que los riesgos, la conveniencia y la confianza afectan significativamente a la intención de compra, pero no los costos. Además, la confianza mediaría la relación entre las tres variables y la intención de compra en línea. Se concluye que el modelo propuesto puede servir de base para estudios similares y, a su vez, se considera que los resultados obtenidos pueden ser utilizados por las empresas en el sector de la moda que quieren vender a través de plataformas de e-Commerce para el desarrollo de estrategias de marketing.

Abstract: E-commerce in the fashion sector has increased in recent years in Latin America, especially in the wake of the pandemic, however, there are still issues in the acceptance of this shopping channel. The present research focuses on some factors that could influence purchase intention and aims to test how it is influenced by trust, perceived risks, costs and convenience. For this purpose, a questionnaire was given to 223 students from four universities in Ecuador. A PLS-SEM model was developed for the analysis of the data, in which trust in the seller has a mediating role in the relationship between the other three factors and purchase intention. Results show that this model has acceptable predictive and explanatory power. Likewise, it validates that risks, convenience and trust significantly affect intention, but not costs. In addition, trust would mediate the relationship between the other variables and online shopping intention. It is concluded that the proposed model can serve as a basis for similar studies, and, at the same time, it is considered that the results obtained can be used by business in the fashion sector that pursue to sell through e-commerce platforms for marketing strategies development.

ABSTRACT The objective of this project is to analyze the factors influencing the adoption of electronic commerce by small and medium-sized enterprises (SMEs) in Guayaquil. The importance and impact of E-Commerce on organizations are significant in various aspects, leading to the study of several E-Commerce adoption models. Some of these models, such as Kabanda & Brown's integrated E-Commerce adoption model, highlight three relevant factors: organizational, innovation, and environmental. Additionally, Wang & Hou's E-Commerce adoption model for SMEs defines technological, organizational, and environmental contexts as determining factors in E-Commerce adoption. The organizational factor refers to the characteristics of the organization and owners when adopting E-Commerce technologies, while the innovation factor analyzes aspects of why a user accepts or rejects new innovations through the technology acceptance model. This work employs a descriptive methodology and quantitative method, conducting a survey with a sample of 67 commercial SMEs in Guayaquil. In conclusion, factors influencing the adoption of electronic commerce by SMEs in Guayaquil are identified, revealing technological, organizational, innovation, and transactional aspects. These factors exert both positive and negative impacts during the E-Commerce adoption process.

RESUMEN El objetivo del presente artículo es analizar cuáles son los factores que inciden en la adopción del comercio electrónico por parte de las pymes en Guayaquil. La importancia e impacto que tiene el E-Commerce en las organizaciones es de gran magnitud en diferentes aspectos, es por ello que se han estudiado varios modelos de adopción de E-Commerce. Algunos de estos modelos estudiados son los de Kabanda & Brown modelo integrado de adopción de E-Commerce donde se mencionan tres factores relevantes como el organizacional, de innovación y ambiental, por otra parte, también se tiene el modelo de adopción de E-Commerce para pymes de Wang & Hou, donde definen el contexto tecnológico, organizacional y ambiental como factores determinantes en la adopción del E-Commerce. El factor organizacional hace referencia a las características propias de la organización y de los propietarios en el momento de adoptar las tecnologías de E-Commerce, mientras que el factor de innovación analiza los aspectos del por qué un usuario acepta o rechaza las nuevas innovaciones por medio del modelo de aceptación de tecnología. Para el desarrollo de este trabajo se emplea metodología de tipo descriptivo y método cuantitativo; se realiza una encuesta, a la muestra de 67 pymes comerciales de Guayaquil. En conclusión, se identifican los factores que influyen en la adopción del comercio electrónico por parte de las pequeñas y medianas empresas (pymes) en Guayaquil, revelando aspectos tecnológicos, organizativos, de innovación y transaccionales. Estos factores ejercen tanto impactos positivos como negativos durante el proceso de adopción del comercio electrónico.

ABSTRACT The COVID-19 pandemic imposed many market changes, driven partially by new consumer needs. In the electronic commerce field, changes occurred in parallel to an upsurge in demand, directly impacting logistics service quality. Within that context, this paper seeks a way of assessing the quality of e-commerce logistics, based on end-customer perceptions at the close of the purchasing cycle. The objective is thus to develop a mathematical model based on the artificial intelligence precepts that can interpret qualitative expressions captured through a questionnaire. Such values form partial indexes and the E-Commerce Logistics Quality Index (IQLE). After processing 180 records, it was noted that three of the seven analyzed attributes scored below 5.0, denoting some concern, but also opening up opportunities for improvement and the development of marketing solutions.

RESUMO É fato que com a pandemia da COVID-19 ocorreram muitas mudanças de mercado, em parte, impulsionadas pelas novas necessidades dos consumidores. No âmbito do comércio eletrônico, as mudanças aconteceram em paralelo com o aumento rápido de demanda, impactando diretamente na qualidade do serviço logístico prestado. É nesse contexto que este artigo busca desenvolver uma forma de avaliar a qualidade da logística do e-commerce, baseando-se na percepção do cliente final ao final do ciclo do pedido. Para tanto, objetiva-se desenvolver um modelo matemático, baseando-se nos preceitos da inteligência artificial, que possa interpretar expressões qualitativas, capturadas por intermédio de questionário, transformando-as em valores quantitativos, passíveis de análise no mundo real. Tais valores formam índices parciais e o IQLE (Índice da Qualidade da Logística do E-commerce). Após o processamento de 180 registros, observou-se que dos sete atributos analisados, três deles redundaram em nota abaixo de 5,0, denotando certa preocupação, mas oportunidade de melhora e desenvolvimento de soluções mercadológicas.

The evolution of technology has changed business practices all over the world. Owing to technological and e-commerce developments, businesses can now transact with each other instantaneously across borders. The digitalisation of commerce and other traditional working methods has created a new "digital age" in human history. Digitalisation has taken over many economic activities and industries and is slowly finding its way into the legal system. Several businesses are now concluding commercial transactions and contracts electronically. Electronic signatures have consequently become essential tools for concluding legal agreements and conducting other daily business and legal practices. These new innovations have brought into question the legal validly of these transactions, and in particular the legitimacy and security of electronically signed documents.

Abstract Although the Internet and e-commerce have contributed positively to the tourism sector, there is not much empirical research on the transformation of distribution channels or that considers the use of the Internet in travel planning as an antecedent of tourist satisfaction and loyalty. This paper aims to test the influence of online distribution channels in trip planning by tourists on their general satisfaction level and their loyalty towards the destination and to differentiate the profile of digital and traditional tourists. Quantitative research techniques are used to analyse the dataset of 1,387 surveys of tourists visiting the province of Burgos, Spain. Among those surveyed, 65% search for information online and 54% book or pay for services online. According to ordinal regression analysis, the use of online channels does not significantly influence the level of satisfaction, but according to binary logistic regression, it does significantly influence loyalty. The findings provide valuable information for developing marketing strategies in tourism organisations and support decision-makers in creating competitive tourism destinations that are resilient to the demographic challenge of depopulation.

Resumen A pesar de que Internet y el comercio electrónico han contribuido positivamente al sector turístico, no existen muchas investigaciones empíricas sobre la transformación de los canales de distribución ni que consideren el uso de Internet en la planificación del viaje como un antecedente de la satisfacción y lealtad del turista. Este trabajo pretende comprobar la influencia de los canales de distribución online en la planificación del viaje de los turistas sobre su nivel de satisfacción global y su lealtad al destino y diferenciar el perfil de los turistas digitales y tradicionales. Se utilizan técnicas de investigación cuantitativa para analizar el conjunto de datos formado por 1.387 encuestas de turistas que visitan la provincia de Burgos, España. Entre los encuestados, el 65% busca información online y el 54% reserva o paga servicios online. Según el análisis de regresión ordinal, el uso de los canales en línea no influye significativamente en el nivel de satisfacción, pero según la regresión logística binaria, influye significativamente en la lealtad. Los resultados proporcionan información valiosa para el desarrollo de estrategias de marketing en las organizaciones turísticas y apoyan a los responsables de la toma de decisiones en la creación de destinos turísticos competitivos resilientes ante el reto demográfico de la despoblación.

ABSTRACT In the world (and especially in Peru), e-commerce is currently in constant growth and adoption by entrepreneurs, due to the abrupt change that companies have had to face as a result of the global pandemic caused by Covid-19 in order to properly manage their sales. The main purpose of this research was to determine the impact of e-commerce on sales management in Gamarra Commercial Emporium (Lima-Peru) during 2021. Each of the study variables was subdivided into three dimensions for better understanding; for example, the e-commerce variable was subdivided into sales channel, digital advertising and information systems; while, on the other hand, the sales management variable was broken down into customer service, customer satisfaction and distribution. Methodologically, the research was developed under the quantitative approach, explanatory scope and used the non-experimental correlational-causal cross-sectional design; the participants were 100 micro-entrepreneurs from the commercial area under study, specifically linked to formal companies that make use of e-commerce, who were administered a questionnaire of 18 items with valuation alternatives in the form of the Likert scale. After the processing and analysis of the information, the existence of a significant impact between e-commerce and sales management was found (p < .05), because after using linear regression a test coefficient of 0.752 was obtained.

RESUMEN En el mundo (y sobre todo en el Perú), actualmente el comercio electrónico se encuentra en constante crecimiento y adopción por parte de los empresarios, debido al cambio abrupto que las empresas han tenido que enfrentar a raíz de la pandemia mundial ocasionada por la Covid-19 para poder gestionar adecuadamente sus ventas. El propósito principal de esta investigación fue determinar el impacto del comercio electrónico en la gestión de ventas en el Emporio Comercial de Gamarra (Lima-Perú) durante el 2021. Cada una de las variables del estudio fue subdividida en tres dimensiones para una mejor comprensión; por ejemplo, la variable comercio electrónico se subdividió en canal de ventas, publicidad digital y sistemas de información; mientras que, por otra parte, la variable gestión de ventas fue desglosada en atención al cliente, satisfacción del cliente y distribución. Metodológicamente, la investigación se desarrolló bajo el enfoque cuantitativo, alcance explicativo y utilizó el diseño no experimental transeccional correlacional-causal; los participantes fueron 100 microempresarios de la zona comercial objeto de estudio, específicamente vinculados a empresas formales que hacen uso del comercio electrónico, a los cuales se les administró un cuestionario de 18 ítems con alternativas de valoración bajo la forma de la escala de Likert. Luego del procesamiento y análisis de la información, se constató la existencia de un impacto significativo entre el comercio electrónico y la gestión de ventas (p < .05), debido a que luego de usar la regresión lineal se obtuvo un coeficiente de prueba de 0.752.

Abstract: A recommender system is a type of information filtering system that predicts and recommends items or products to users based on their preferences and past behaviors. It is commonly used in e-commerce and social media to suggest items that a user may be interested in purchasing, reading, watching, or listening to. Sentiment analysis is an area of natural language processing that has emerged as a popular way for organizations to detect and categorize opinions about a product, idea, or service. In recent years, many attempts have been made to apply sentiment analysis in designing recommender systems, in order to recommend various items, such as hotels. It is thought that providing a quality hotel suggestion based on the requirements and preferences of users is a challenge and, naturally, an alluring effort for tourism applications. In this paper, the quality of decision making for hotel recommender systems based on sentiment analysis, deep learning, and data balancing techniques has been improving. Multiple approaches are used with our proposed system to provide high-quality hotel recommendations. To achieve this goal, first, the existing dataset is balanced, using the translating and text paraphrasing policy by a transformer-based model called T5. Afterwards, an integrated method, including the transformer-based XLM-RoBERTa model is used along with the attention mechanism for sentiment analysis. The result of the comparison of our proposed model with the four best non-transformer-based models; RNN, GRU, LSTM, Bi-LST, and the most recent transformer-based model, En-RFBERT, on the TripAdvisor dataset, showed the superiority of our proposed method. Our proposed system beats En-RFBERT by 3%, 7%, and 5% in Macro Precision, Recall, and F1-score, respectively, and performs better than En-RFBERT when it comes to responsiveness time.

ABSTRACT Culture plays a significant buying role in shaping different aspects of consumer behavior such as rational, impulse, and compulsive buying behavior. Impulse buying is one of the prevalent phenomena that significantly affect the sales revenue of companies. This study focuses on unveiling the interaction between cultural factors and impulse buying behavior. For this systematic literature review, 112 significant articles were examined to understand the relationship between various aspects of culture and impulse buying behavior in both online and offline contexts. Further investigation of impulse buying in cross-cultural context helps to understand and classify different theoretical perspectives to study impulse buying behavior and cultural factors. This study offers practical implications for retail professionals and e-commerce strategists to design and implement viable cross-cultural marketing campaigns. Academic researchers may also understand research gaps and contribute further to understanding cross-cultural impulse buying.

Resumo A cultura desempenha um papel de compra significativo na formação de diferentes aspectos do comportamento do consumidor, como comportamento de compra racional, por impulso e compulsivo. A compra por impulso é um dos fenômenos predominantes que afetam significativamente a receita de vendas das empresas. Este estudo tem como objetivo desvendar a interação entre fatores culturais e o comportamento de compra por impulso. Para esta revisão sistemática da literatura, 112 artigos significativos foram examinados para entender a relação entre vários aspectos da cultura e o comportamento de compra por impulso em contextos online e offline. Uma investigação mais aprofundada da compra por impulso no contexto intercultural ajuda a entender e classificar diferentes perspectivas teóricas para estudar o comportamento de compra por impulso e os fatores culturais. Este estudo oferece implicações práticas para profissionais de varejo e estrategistas de comércio eletrônico para projetar e implementar campanhas de marketing interculturais viáveis. Pesquisadores acadêmicos também podem entender as lacunas de pesquisa e contribuir ainda mais para a compreensão da compra por impulso intercultural.

Abstract Background: Online commerce (e-commerce) includes wild orchids, but it may constitute illicit trade and a risk for its conservation. In Mexico, the magnitude of this e-commerce, if it shows to be illicit, and how environmental crimes are constituted according to the country's regulations are unknown. Questions: How many orchid species are offered in e-commerce? Where do the offers originate? Does this trade become a scenario for environmental crimes? What differences are there in the seller profile and earnings between e-commerce and traditional markets? Studied species: Orchids commercialized in social networks of Mexico. Study site and dates: Mexican states with orchid e-commerce, October-December 2020. Methods: Three e-commerce platforms were reviewed, documenting species richness, active sellers, points of sale and verifying compliance with environmental regulations. We compared the orchid richness and prices in e-commerce with those registered in traditional markets in Mexico. Results: We registered 344 publications, 164 orchid taxa, half Mexican native and 39 hybrids. These offers do not always originate in areas of high orchid richness. In Mexico, orchid management for commercial purposes requires registration and consent of the environmental authority, but no seller has provided evidence regarding it. Prices are higher in e-commerce than in traditional markets. Conclusions: e-commerce offers orchid varieties (native, nonnative, hybrid) and traditional markets only native. Because in e-commerce sellers do not provide evidence of compliance with the environmental regulations, the digital platforms prompt environmental crimes.

Resumen Antecedentes: El comercio en línea (e-comercio) incluye orquídeas, pero esto podría constituir un actvidad ilícita y un riesgo para su conservación. En México se desconoce la magnitud de este e-comercio, si muestra ser ilícito, y cómo se constituyen delitos ambientales de acuerdo a la normatividad del país. Preguntas: ¿Qué cantidad de orquídeas se ofertan en el e-comercio? ¿Dónde se originan las ofertas? ¿Este comercio es escenario de crímenes ambientales? ¿Qué diferencias hay en el perfil y ganacias del vendedor entre e-comercio y mercados tradicionales? Especies de estudio: Orquídeas comercializadas en redes sociales de México. Sitio y años de estudio: Estados mexicanos con e-comercio de orquídeas, octubre-diciembre 2020. Métodos: Revisamos tres plataformas de e-comercio, documentando cantidad de orquídeas, vendedores activos, lugares de venta y verificando el cumplimiento de la normatividad ambiental. Comparamos cantidad y precios entre e-comercio y mercados tradicionales de México. Resultados: Registramos 344 ofertas y 164 orquídeas, la mitad nativas de México y 39 híbridos. Las ofertas no siempre provienen de áreas con alta riqueza orquideológica. El manejo de orquídeas con fines comerciales requiere registro y permisos ante autoridades ambientales, pero los vendedores no presentaron evidencias de ello. Los precios son más altos en el e-comercio que en mercados tradicionales. Conclusiones: El e-comercio ofrece variedad de orquídeas (nativas, no-nativas, híbridos) y los mercados tradicionales solo nativas. Como los vendedores no proporcionaron evidencias de cumplir la normatividad ambiental, las plataformas digitales promueven delitos ambientales.

Abstract: Most of the user-preferred products on e-commerce websites are accompanied by a massive number of product reviews and manually analyzing each review to understand the features and the user opinions associated with the products is an inconceivable task. A single domain of products can contain thousands of different products and an equally significant number of associated product features/aspects, thereby making the polarity of the sentiment words in the product reviews vary widely according to the aspect with which they are associated. The paper uses the Chi-square Test statistical measure to automatically calculate the aspect-based polarity of sentiment words in a given domain. The results of the method are tested on two different domains. The experimental results show that the method delivers an accuracy of more than 75% in both domains. The method also helps in discovering strong domain-specific polar adjectives that might be missing in universal sentiment lexicons.

ABSTRACT The use of information technologies in business activities has led to significant changes, some of them of a legal nature. Among them, those related to taxation have gained relevance, since electronic commerce generates many financial transactions that may result in taxation. Therefore, these new manifestations of online economic activities bring about the problem of the concept of “functional” sovereignty and various issues related to fiscal responsibility for e-commerce. This forced us to analyze the new solutions adapted to the delocalized nature of electronic commerce, as the European Union did with the now called “Amazon Tax.” In this article, we will try to make a comparative study, between Mexico and the European Union, seeking to clarify the historical evolution, as well as the pragmatic solutions and regulatory problems posed by the taxation of e-commerce.

RESUMEN El uso de las tecnologías de la información en la actividad empresarial ha supuesto importantes cambios, algunos de ellos de carácter legal. Y entre ellos cobran importancia los relacionados con la tributación, ya que el comercio electrónico genera muchas transacciones financieras que pueden dar lugar a tributación. Por lo tanto, estas nuevas manifestaciones de actividades económicas en línea introducen el problema del concepto de soberanía “funcional” y varias cuestiones relacionadas con la responsabilidad fiscal para el comercio electrónico. Eso nos obligó a analizar las nuevas soluciones adaptadas al carácter deslocalizado del comercio electrónico, como hizo la Unión Europea con la ahora denominada “Tarifa Amazon”. En este artículo intentaremos hacer un estudio comparativo, entre México y la Unión Europea, buscando esclarecer la evolución histórica y las soluciones pragmáticas y los problemas regulatorios que plantea la tributación del Comercio Electrónico.

Abstract: The objective of this work was to propose guidance parameters to the managers of a small company for the improvement of decision-making related to the management of project portfolio. This, through the establishment of a methodology with homogeneous and clear criteria, based on the consolidation of the data of the different initiatives present in the portfolio of the organization studied. The exploratory research was carried out through a qualitative and quantitative case study of an e-commerce microenterprise in the arts segment. The current scenario of the company was characterized and a management model was proposed with processes for maximizing performance, monitoring and control of the project portfolio. Also, thus verifying points of attention in relation to the financial risks of the consolidated portfolio, as well as opportunities to balance product lines and types and to identify the importance of balancing financially attractive initiatives with strategic projects for long-term goals. The main contribution of the work, however, was the formalization of the project portfolio management process, which will allow the company to optimize the allocation of its resources in pursuit of its organizational objectives.

Resumen: Este trabajo tuvo como objetivo proponer parámetros de orientación a los gerentes de una pequeña empresa para la mejora de la toma de decisiones relacionada con la gestión de carteras de proyectos. El trabajo se llevó a cabo a través del establecimiento de una metodología con criterios homogéneos y claros, basada en la consolidación de los datos de las diferentes iniciativas presentes en el portafolio de la organización estudiada. La investigación exploratoria se realizó a través de un estudio de caso cualitativo y cuantitativo de una microempresa de comercio electrónico en el segmento de las artes. Se caracterizó el escenario actual de la compañía y se propuso un modelo de gestión con procesos de maximización del desempeño, monitoreo y control de la cartera de proyectos. De esta manera, se verificaron los puntos de atención en relación con los riesgos financieros de la cartera consolidada, así como las oportunidades para equilibrar líneas y tipos de productos. Para los objetivos a largo plazo también se identificó la importancia de equilibrar iniciativas financieramente atractivas con proyectos estratégicos. El principal aporte del trabajo, sin embargo, fue la propia formalización del proceso de gestión de cartera de proyectos, lo que permitirá a la empresa optimizar la asignación de sus recursos en busca de sus objetivos organizacionales.

Abstract: The present work allows to characterize the basic functionalities of the traceability and how to contribute to the development of the electronic commerce in the current. For the development of the investigation, a qualitative approach is used, employing theoretical, analytical-synthetic and inductive-deductive methods to characterize the logistics and feasibility practices. Similarly, to analyze concepts such as electronic commerce and the B2C (business to consumer) business model. As a result, the theoretical bases on the modern operation of the functionality related to electronic commerce were obtained, simplifying traditional processes and expanding a technological network that contributes to different areas of control, organization and supervision of products and services. At the end of this work, a general perspective of the influence of the digital age in the commercial and logistical processes is presented, in addition to how the mind of the virtual consumer has changed with the purchase and delivery of the goods.

Resumen: El presente trabajo permite caracterizar las funcionalidades básicas de la trazabilidad y la manera en la que aportan al desarrollo del comercio electrónico en la actualidad. Para el desarrollo de la investigación se utiliza un enfoque cualitativo, empleando los métodos teóricos analítico-sintético e inductivo-deductivo para caracterizar las prácticas de la logística y trazabilidad. Asimismo, se usan estos métodos para analizar conceptos como el comercio electrónico y el modelo de negocio B2C (business to consumer). Como resultados se obtuvieron las bases teóricas sobre la operatividad moderna de la trazabilidad relacionado al comercio electrónico, simplificando procesos tradicionales y ampliando una red tecnológica que aporta a diversas tareas de control, organización y supervisión de productos y servicios. Al culminar este trabajo se presenta una perspectiva general de la influencia de la era digital en los procesos comerciales y logísticos, además de cómo ha cambiado la mente del consumidor virtual respecto de la compra y entrega de los bienes.

Abstract Purpose New organizational arrangements are crucial for firms that want to innovate, particularly for those that are highly dependent on digital technologies. Hence, innovative behaviors play a vital role in resetting organizational practices. This research examines the impact of innovative ideas on innovation performance-oriented behaviors and tries to understand the role of employees’ experimentation and collaboration-oriented behaviors. Theoretical framework The organizational behavior and innovation literature is the theoretical lens used to support research. Design/methodology/approach The literature review focuses on a stream of research on innovative behaviors, raising questions about behavioral relationships. A set of hypotheses is tested through structural equation modeling (SEM) to investigate the associated effects of innovative ideas, experimentation, collaboration, and innovative performance-oriented behaviors in a digital transformative context. The sample consists of 106 employees from a Brazilian e-commerce firm. Findings The findings reveal that only collaboration-oriented behaviors have a positive mediating effect between innovative ideas and innovation performance-oriented behaviors. Experimentation-oriented behaviors have no effect as mediators on innovation performance-oriented behaviors or as influencers on collaboration-oriented behaviors. Innovative ideas have no direct effect on innovation performance-oriented behaviors, but they do have a positive effect when mediated by collaboration and experimentation. Practical & social implications of research Collaboration and experimentation-oriented behaviors are explored separately, and this distinction is also important for innovation management theory and for firms by showing how two specific types of behaviors, which are differently correlated, influence innovation performance-oriented behaviors in dynamic environments. Originality/value The study’s main contribution is related to it demonstrating the value of innovative behaviors for innovation management in practice, showing that a different behavioral approach can support firms in achieving innovativeness.

Resumen El propósito principal de esta investigación es proponer y analizar un conjunto de variables para evaluar las motivaciones utilitarias en la compra de productos a través de canales electrónicos. Para esto se ha realizado una revisión de la literatura sobre el tema y una investigación exploratoria y descriptiva. A pesar de que existen muchas investigaciones sobre comportamiento del consumo, el abordaje sobre el comportamiento electrónico es incipiente y no profundiza sobre sectores específicos. En este sentido, el artículo proporciona un conjunto de variables a considerar y las motivaciones posibles derivadas. Como parte del trabajo, se realizó una encuesta a usuarios de smartphone con acceso a internet para evaluar la prioridad en las motivaciones seleccionadas. Además, se indagó sobre los temores en la realización de este tipo de transacciones. A partir del análisis del comportamiento del consumidor, las organizaciones podrán diseñar estrategias de marketing efectivas, consolidar su propuesta de valor y mejorar las expectativas del cliente.

Abstract The main purpose of this research is to propose and analyze a set of variables to evaluate the utilitarian motivations in the purchase of products through electronic channels. For this, a review of the literature on the subject and an exploratory and descriptive research has been carried out. Despite the fact that there is much research on consumer behavior, the approach to electronic behavior is incipient and does not delve into specific sectors. In this sense, the article provides a set of variables to consider and the possible motivations derived. As part of the work, a survey was conducted of smartphone users with internet access to assess the priority of the selected motivations. In addition, it was inquired about the fears in the realization of this type of transaction. Based on the analysis of consumer behavior, organizations will be able to design effective marketing strategies, consolidate their value proposition and improve customer expectations.