<?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>0121-5051</journal-id>
<journal-title><![CDATA[Innovar]]></journal-title>
<abbrev-journal-title><![CDATA[Innovar]]></abbrev-journal-title>
<issn>0121-5051</issn>
<publisher>
<publisher-name><![CDATA[Facultad de Ciencias Económicas. Universidad Nacional de Colombia.]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0121-50512017000200011</article-id>
<article-id pub-id-type="doi">10.15446/innovar.v27n64.62365</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La confianza como elemento fundamental en las compras a través de canales de comercio electrónico: caso de los consumidores en Antioquia (Colombia)]]></article-title>
<article-title xml:lang="en"><![CDATA[TRUST AS KEY ELEMENT FOR E-COMMERCE PURCHASES. THE CASE OF CONSUMERS IN ANTIOQUIA (COLOMBIA)]]></article-title>
<article-title xml:lang="pt"><![CDATA[A CONFIANÇA COMO ELEMENTO FUNDAMENTAL NAS COMPRAS POR CANAIS DE COMÉRCIO ELETRÔNICO. O CASO DOS CONSUMIDORES EM ANTIOQUIA (COLÔMBIA)]]></article-title>
<article-title xml:lang="fr"><![CDATA[LA CONFIANCE COMME UN ÉLÉMENT CLÉ DANS LES ACHATS SUR LES CANAUX DE COMMERCE ÉLECTRONIQUE. LE CAS DES CONSOMMATEURS EN ANTIOQUIA (COLOMBIE)]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sánchez-Alzate]]></surname>
<given-names><![CDATA[James Ariel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Montoya-Restrepo]]></surname>
<given-names><![CDATA[Luz Alexandra]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Nacional de Colombia  ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Nacional de Colombia  ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2017</year>
</pub-date>
<volume>27</volume>
<numero>64</numero>
<fpage>11</fpage>
<lpage>22</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0121-50512017000200011&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0121-50512017000200011&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0121-50512017000200011&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN: En las compras a través de Internet, la confianza de los consumidores juega un papel fundamental, debido a que la tasa de conversión de los usuarios está directamente relacionada a ella. En esta investigación se pudo validar que los factores más influyentes en la confianza de los consumidores del departamento de Antioquia (Colombia), hacia las compras en línea, son la reputación del vendedor, el riesgo percibido, la privacidad de los datos, la seguridad en la transacción y la asociación. De esta manera, se busca contribuir a la generación de ventajas competitivas para las empresas presentes en el mercado antioqueño que utilizan el comercio electrónico como una fuente de ingresos.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT: Consumers' trust plays an essential role in online shopping considering its direct relationship with users' conversion rate. This research was able to validate that the most influential factors in online shopping for consumers' trust in Antioquia department (Colombia) are: Seller's reputation, perceived risk, data privacy, transaction security and association. Therefore, this work is aimed at contributing with the generation of competitive advantages for companies in the market of Antioquia that use e-commerce as a source of income.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO: Nas compras pela internet, a confiança dos consumidores desempenha um papel fundamental devido a que a taxa de conversão dos usuários está diretamente relacionada a ela. Nesta pesquisa, pôde-se validar que os fatores mais influentes na confiança dos consumidores do estado de Antioquia (Colômbia) sobre as compras on-line são a reputação do vendedor, o risco percebido, a privacidade dos dados, a segurança na transação e a associação. Dessa maneira, busca-se contribuir para a geração de vantagens competitivas para as empresas presentes no mercado antioquenho que utilizam o comércio eletrônico como uma fonte de ingressos.]]></p></abstract>
<abstract abstract-type="short" xml:lang="fr"><p><![CDATA[RÉSUMÉ: En ce qui concerne les achats sur l'Internet, la confiance des consommateurs joue un rôle clé, parce que le taux de conversion des utilisateurs y est directement lié. Cette recherche a réussi à valider le fait que les facteurs qui influent le plus sur la confiance des consommateurs dans la province d'Antioquia (Colombie) envers les achats en ligne sont la réputation du vendeur, le risque perçu, la confidentialité des données, la sécurité dans la transaction et le partenariat. De cette façon, on cherche à contribuer à la création d'avantages concurrentiels pour les entreprises présentes sur le marché d'Antioquia qui utilisent le commerce électronique comme une source de revenus.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[comercio electrónico]]></kwd>
<kwd lng="es"><![CDATA[confianza]]></kwd>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[Internet]]></kwd>
<kwd lng="en"><![CDATA[E-commerce]]></kwd>
<kwd lng="en"><![CDATA[trust]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[Internet]]></kwd>
<kwd lng="pt"><![CDATA[comércio eletrônico]]></kwd>
<kwd lng="pt"><![CDATA[confiança]]></kwd>
<kwd lng="pt"><![CDATA[marketing]]></kwd>
<kwd lng="pt"><![CDATA[internet]]></kwd>
<kwd lng="fr"><![CDATA[commerce électronique]]></kwd>
<kwd lng="fr"><![CDATA[confiance]]></kwd>
<kwd lng="fr"><![CDATA[marketing]]></kwd>
<kwd lng="fr"><![CDATA[Internet]]></kwd>
</kwd-group>
</article-meta>
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