E-commerce: Experiencia, Seguridad, Confianza y Satisfacción
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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.
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