<?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>0120-8160</journal-id>
<journal-title><![CDATA[Revista EAN]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. esc.adm.neg]]></abbrev-journal-title>
<issn>0120-8160</issn>
<publisher>
<publisher-name><![CDATA[Universidad EAN]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0120-81602018000200181</article-id>
<article-id pub-id-type="doi">10.21158/01208160.n85.2018.2057</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Neurodiseño: aplicación de la neurotecnología a la interpretación de las emociones que afectan la decisión de compra online en plataformasve-commerce del sector retail español]]></article-title>
<article-title xml:lang="en"><![CDATA[Neurodesign: application of neurotechnology to interpret emotions which affect decision making when buying online in platforms such as e- commerce from the spanish retailing sector]]></article-title>
<article-title xml:lang="fr"><![CDATA[Neuro-conception: application de la neuro-technologie pour l'interprétation des émotions affectant la décision d'achat sur des plates-formes de commerce en ligne en Espagne]]></article-title>
<article-title xml:lang="pt"><![CDATA[Neurodesenho: aplicativo da neurotecnologia na interpretação das emoções que afetam a decisão de compra on-line em plataformas e-commerce do setor retail espanhol]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Puente Berdasco]]></surname>
<given-names><![CDATA[Daniel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pinilla Díaz]]></surname>
<given-names><![CDATA[Carlos Andrés]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad EAN  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Corporación Universitaria Minuto de Dios  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2018</year>
</pub-date>
<numero>85</numero>
<fpage>181</fpage>
<lpage>196</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0120-81602018000200181&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0120-81602018000200181&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0120-81602018000200181&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: Entender la esencia psicofisiológica de las emociones se ha convertido en una necesidad imperante en el desarrollo de las estrategias del marketing actual, debido al gran protagonismo que el cliente ha logrado frente a los tradicionales métodos comerciales, donde productos y/o servicios eran el eje principal de actuación. Esta investigación tiene como objetivo identificar e interpretar, a través del uso de herramientas descriptivas y neurocientíficas, el tipo de emociones que experimentan los usuarios al realizar procesos de compra online y cómo estas pueden influir en su decisión final. Se demostró, según pruebas realizadas, que factores emocionales y de ergonomía web -diseño, usabilidad, seguridad- influyen directamente en la decisión de compra del consumidor.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: Understanding the essence of psychophysiological emotions turns to be an important need for the strategic development of the current market due to the major leading role reached by the customer when facing traditional buying methods in which products/ services become the main performance line. This research paper aims at identifying and interpreting the type of emotions that customers experiment when buying online and how these emotions influence their final choice, using neuroscientific and descriptive tools. It shows that emotional and web ergonomic factors such as design, usability and safety influence directly customer's buying decision making.]]></p></abstract>
<abstract abstract-type="short" xml:lang="fr"><p><![CDATA[Resume: La compréhension de l'essence psychophysiologique des émotions est devenue un besoin impératif pour le développement des stratégies marketing actuelles en raison du rôle primordial joué par le client par rapport aux méthodes commerciales traditionnelles où les produits et /ou services constituaient l'axe d'action principal. L'objectif de cette étude est d'identifier et d'interpréter, à l'aide d'outils descriptifs et neuroscientifiques, le type d'émotions vécues par les utilisateurs lors d'achats en ligne et la manière dont ces émotions peuvent influer sur leur décision finale. Les tests effectués ont permis de démontrer que les facteurs émotionnels comme l'ergonomie de la page Web - conception, convivialité, sécurité - influent directement sur la décision d'achat des consommateurs.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo: Entender a essência psicofisiológica das emoções tornou-se uma necessidade imperante no desenvolvimento das estratégias do marketing atual, devido ao grande protagonismo que o cliente tem conseguido frente aos tradicionais métodos comerciais, onde produtos e/ou serviços eram o eixo principal de ação. Esta pesquisa tem como objetivo identificar e interpretar, através do uso de ferramentas descritivas e neurocientíficas, o tipo de emoções que experimentam os usuários ao realizar processos de compra on-line e como estas podem influenciar sua decisão final. Demonstrou-se, segundo provas realizadas, que fatores emocionais e de ergonomia web - desenho, usabilidade, segurança - influenciam diretamente a decisão de compra do consumidor.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Investigación motivacional--comercialización]]></kwd>
<kwd lng="es"><![CDATA[preferencias de los consumidores]]></kwd>
<kwd lng="es"><![CDATA[mercadeo - aspectos psicológicos]]></kwd>
<kwd lng="es"><![CDATA[predicciones tecnológicas]]></kwd>
<kwd lng="es"><![CDATA[diseño de productos]]></kwd>
<kwd lng="es"><![CDATA[comercio electrónico]]></kwd>
<kwd lng="en"><![CDATA[Motivational research --trading]]></kwd>
<kwd lng="en"><![CDATA[customer preferences]]></kwd>
<kwd lng="en"><![CDATA[marketing- psychological aspects]]></kwd>
<kwd lng="en"><![CDATA[technological predictions]]></kwd>
<kwd lng="en"><![CDATA[product design]]></kwd>
<kwd lng="en"><![CDATA[e- commerce]]></kwd>
<kwd lng="fr"><![CDATA[Étude motivationnell-marketing]]></kwd>
<kwd lng="fr"><![CDATA[préférences des consommateurs]]></kwd>
<kwd lng="fr"><![CDATA[marketing - aspects psychologiques]]></kwd>
<kwd lng="fr"><![CDATA[previsions technologiques]]></kwd>
<kwd lng="fr"><![CDATA[conception du produit]]></kwd>
<kwd lng="fr"><![CDATA[commerce électronique]]></kwd>
<kwd lng="pt"><![CDATA[Pesquisa motivacional-comercialização]]></kwd>
<kwd lng="pt"><![CDATA[preferências dos consumidores]]></kwd>
<kwd lng="pt"><![CDATA[marketing - aspectos psicológicos]]></kwd>
<kwd lng="pt"><![CDATA[predições tecnológicas]]></kwd>
<kwd lng="pt"><![CDATA[desenho de produtos]]></kwd>
<kwd lng="pt"><![CDATA[comércio eletrônico]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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