<?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>S1390-86182025000100087</article-id>
<article-id pub-id-type="doi">10.17163/ret.n29.2025.05</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Variables que inciden en la lealtad hacia WeChat en el ámbito empresarial: reducción de tiempo y costes]]></article-title>
<article-title xml:lang="en"><![CDATA[Variables affecting WeChat loyalty in the business environment: time and cost reduction]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Mecinas-Cantos]]></surname>
<given-names><![CDATA[Rocío]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Martínez-Ruiz]]></surname>
<given-names><![CDATA[María Pilar]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[González-González]]></surname>
<given-names><![CDATA[Inés]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Castilla La Mancha  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Castilla La Mancha  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Internacional de La Rioja  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>España</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>09</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>09</month>
<year>2025</year>
</pub-date>
<volume>15</volume>
<numero>29</numero>
<fpage>87</fpage>
<lpage>100</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S1390-86182025000100087&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S1390-86182025000100087&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S1390-86182025000100087&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: este trabajo analiza la influencia del valor funcional de WeChat (considerando como tal valor tanto la reducción de tiempo como de costes) en la lealtad actitudinal y comportamental de empresarios chinos residentes en España. Para ello, la metodología realizada combina un enfoque cualitativo y cuantitativo, en el que primeramente se realizaron entrevistas en profundidad a diez propietarios de negocios de nacionalidad china residentes en España, lo que permitió posteriormente realizar encuestas a una muestra de estos. Los resultados obtenidos mediante estadísticos descriptivos y modelos de regresión han mostrado la influencia clave del valor funcional hacia esta red social (especialmente, el derivado de la reducción de costes) en la lealtad actitudinal y comportamental de estos empresarios. Los resultados obtenidos han permitido formular diversas recomendaciones para la gestión.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: this work analyzes the effect of the functional value of WeChat (considering both time and cost reduction as such value) on the attitudinal and behavioral loyalty of Chinese entrepreneurs residing in Spain. To this end, the methodology combines a qualitative and quantitative approach, first conducting in-depth interviews with ten business owners of Chinese nationality residing in Spain, which then allowed for surveys to be conducted with a sample of these individuals. The results obtained through descriptive statistics and regression models have shown the key influence of the functional value of this social network (especially that derived from cost reduction) on the attitudinal and behavioral loyalty of these entrepreneurs. The findings have led to several recommendations for management.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[WeChat]]></kwd>
<kwd lng="es"><![CDATA[valor funcional]]></kwd>
<kwd lng="es"><![CDATA[lealtad comportamental]]></kwd>
<kwd lng="es"><![CDATA[lealtad actitudinal]]></kwd>
<kwd lng="es"><![CDATA[residentes]]></kwd>
<kwd lng="es"><![CDATA[nacionalidad china en España]]></kwd>
<kwd lng="es"><![CDATA[empresarios chinos.]]></kwd>
<kwd lng="en"><![CDATA[WeChat]]></kwd>
<kwd lng="en"><![CDATA[functional value]]></kwd>
<kwd lng="en"><![CDATA[attitudinal loyalty]]></kwd>
<kwd lng="en"><![CDATA[behavioral loyalty]]></kwd>
<kwd lng="en"><![CDATA[WeChat]]></kwd>
<kwd lng="en"><![CDATA[Chinese residents in Spain]]></kwd>
<kwd lng="en"><![CDATA[Chinese entrepreneurs.]]></kwd>
<kwd lng="es"><![CDATA[Mecinas-Cantos]]></kwd>
<kwd lng="es"><![CDATA[R.]]></kwd>
<kwd lng="es"><![CDATA[Martínez-Ruiz]]></kwd>
<kwd lng="es"><![CDATA[M. P. y González-González]]></kwd>
<kwd lng="es"><![CDATA[I. (2025). Variables que inciden en la lealtad hacia WeChat en el ámbito empresarial: reducción de tiempo y costes. Retos Revista de Ciencias de la Administración y Economía]]></kwd>
<kwd lng="es"><![CDATA[15(29)]]></kwd>
<kwd lng="es"><![CDATA[pp. 87-100. https://doi.org/10.17163/ret.n29.2025.05]]></kwd>
</kwd-group>
</article-meta>
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