Resumen

CRUZ ESTRADA, Isaac  y  MIRANDA ZAVALA, Ana María. Determining factors for consumers from Tijuana to adopt m-commerce. estud.gerenc. [online]. 2023, vol.39, n.167, pp.192-206.  Epub 30-Jun-2023. ISSN 0123-5923.  https://doi.org/10.18046/j.estger.2023.167.5653.

The research identified the factors that determine m-commerce adoption in consumers in the city of Tijuana, Baja California. The methodology reviewed literature related to online consumer behavior and components of the adoption of this trade. During the quantitative phase, a questionnaire was applied to 600 m-commerce frequent users, residents of Tijuana. The results confirmed three main components for its adoption: 1) efficiency of the purchasing process, security and assertive communication with the user; 2) intuitive and friendly web design; 3) accompaniment during and after the purchase, and update of the mobile site. m-commerce users are constantly evolving and react with greater intensity considering the new opportunities on the Internet.

Palabras clave : e-commerce; m-commerce; intuitive mobile design; online consumer; purchase decision..

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