<?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>1390-8618</journal-id>
<journal-title><![CDATA[RETOS. Revista de Ciencias de la Administración y Economía]]></journal-title>
<abbrev-journal-title><![CDATA[Retos]]></abbrev-journal-title>
<issn>1390-8618</issn>
<publisher>
<publisher-name><![CDATA[Universidad Politécnica Salesiana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1390-86182024000100021</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Predicción del comportamiento de compra online: una aplicación del modelo S-O-R]]></article-title>
<article-title xml:lang="en"><![CDATA[Prediction of online purchase behavior: an application of the S-O-R Model]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Csoban-Mirka]]></surname>
<given-names><![CDATA[Eugenia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Esqueda-Henríquez]]></surname>
<given-names><![CDATA[Sofía]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ríos]]></surname>
<given-names><![CDATA[Alfredo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Católica Andrés Bello  ]]></institution>
<addr-line><![CDATA[Caracas ]]></addr-line>
<country>Venezuela</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Instituto de Estudios Superiores de Administración  ]]></institution>
<addr-line><![CDATA[Caracas ]]></addr-line>
<country>Venezuela</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Instituto de Estudios Superiores de Administración  ]]></institution>
<addr-line><![CDATA[Caracas ]]></addr-line>
<country>Venezuela</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2024</year>
</pub-date>
<volume>14</volume>
<numero>27</numero>
<fpage>21</fpage>
<lpage>33</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S1390-86182024000100021&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S1390-86182024000100021&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S1390-86182024000100021&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: El objetivo de este estudio es evaluar el efecto de la atmósfera, definida como el diseño consciente del ambiente de la tienda para crear ciertas respuestas en los compradores, en los valores de compra, la actitud hacia la compra y las emociones sobre la intención de recompra en una tienda online, basado en el modelo Estímulo-Organismo-Respuesta (S-O-R, por sus siglas en inglés). Aunque estos elementos han sido estudiados ampliamente en el contexto de tiendas físicas, artículos recientes que analizan la influencia de estos elementos en el ambiente online muestran la relevancia de estudios como este en investigaciones académicas actuales de mercadeo. Los resultados de una encuesta realizada a 306 usuarios de una tienda farmacéutica online, residentes de Venezuela y otros países de América Latina, se analizaron usando ecuaciones estructurales. Los hallazgos permiten concluir que el uso del modelo S-O-R es apropiado en la predicción del comportamiento de compra online, y confirman que el valor de compra hedónico tiene un impacto directo significativo tanto en la actitud hacia las compras como en la compra emocional. Por otra parte, el valor de compra utilitario afecta negativamente la compra emocional y el factor informático favorece la actitud hacia las compras. Por último, la actitud hacia las compras y la compra emocional predicen la intención de recompra. Se discuten las implicaciones para los especialistas en marketing.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: The objective of this study was to evaluate the effect of the online store atmosphere, shopping values, attitude toward online shopping and emotions on the repurchase intention in an online store, based on the Stimulus-Organism-Response model (S-O-R). Although these elements have been studied in the context of brick-and-mortar stores, recent articles that analyze the influence of these elements in the online environment demonstrate the relevance of this study in current marketing research. The results of an online survey conducted with 306 users of an online pharmaceutical store, which included residents of Venezuela and of other Latin American countries, were analyzed using structural equations, evaluating both the measurement model and the relationship model. The findings allow us to conclude that the use of the S-O-R model is appropriate in predicting online purchase behavior, having achieved an adequate fit, and confirm that the hedonic purchase value has a significant direct impact on both the attitude toward online shopping and the emotional purchase. On the other hand, the utilitarian purchase value negatively affects the emotional purchase and the computer factor favors the attitude toward online purchase. Finally, the attitude toward online shopping and the emotional purchase predicts the repurchase intention. Implications for marketers are discussed.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[atmósfera de tienda online]]></kwd>
<kwd lng="es"><![CDATA[hedónico]]></kwd>
<kwd lng="es"><![CDATA[utilitario]]></kwd>
<kwd lng="es"><![CDATA[actitud]]></kwd>
<kwd lng="es"><![CDATA[emoción]]></kwd>
<kwd lng="es"><![CDATA[recompra]]></kwd>
<kwd lng="es"><![CDATA[SOR]]></kwd>
<kwd lng="es"><![CDATA[MEE. Atmósfera de tienda online]]></kwd>
<kwd lng="es"><![CDATA[hedónico]]></kwd>
<kwd lng="es"><![CDATA[utilitario]]></kwd>
<kwd lng="es"><![CDATA[actitud]]></kwd>
<kwd lng="es"><![CDATA[emoción]]></kwd>
<kwd lng="es"><![CDATA[recompra]]></kwd>
<kwd lng="es"><![CDATA[SOR]]></kwd>
<kwd lng="es"><![CDATA[MEE.]]></kwd>
<kwd lng="en"><![CDATA[online store atmosphere]]></kwd>
<kwd lng="en"><![CDATA[hedonic]]></kwd>
<kwd lng="en"><![CDATA[utilitarian]]></kwd>
<kwd lng="en"><![CDATA[attitude]]></kwd>
<kwd lng="en"><![CDATA[emotional]]></kwd>
<kwd lng="en"><![CDATA[repurchase]]></kwd>
<kwd lng="en"><![CDATA[SOR]]></kwd>
<kwd lng="en"><![CDATA[SEM]]></kwd>
</kwd-group>
</article-meta>
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