Abstract

VELA REYNA, Juan Benito; OLMEDO NOGUERA, Celia Noemí  and  IBARRA-CISNEROS, Manuel Alejandro. E-commerce: Experience, Security, Trust and Satisfaction. Investig. adm. [online]. 2024, vol.53, n.133, 00005.  Epub May 20, 2024. ISSN 2448-7678.  https://doi.org/10.35426/iav53n133.05.

This study aims to investigate the influence of user experience and online security on customer satisfaction and trust in e-commerce. The research method included a structural equation modeling that relates perceived security, user experience, trust, and customer satisfaction online. The findings showed that user experience and perceived security are significant factors that influence trust, and consequently, customer satisfaction. The relevant finding was to identify trust as the main factor in predicting customer satisfaction. The study's value is to provide companies with the opportunity to implement strategies based on trust and customer satisfaction online, which have been poorly studied in Mexico previously. The main limitation was the use of a specific sample of online consumers in Mexico; thus, the results may not be generalizable to other populations.

Keywords : User experience; Perceived Security; Customer Trust; Satisfaction; E-commerce.