<?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>2602-8050</journal-id>
<journal-title><![CDATA[Economía y Negocios ]]></journal-title>
<abbrev-journal-title><![CDATA[Economía y Negocios]]></abbrev-journal-title>
<issn>2602-8050</issn>
<publisher>
<publisher-name><![CDATA[Universidad UTE]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2602-80502023000100100</article-id>
<article-id pub-id-type="doi">10.29019/eyn.v14i1.1089</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[pt]]></article-title>
<article-title xml:lang="es"><![CDATA[Comportamiento del Consumidor Antes y Durante la Pandemia del Covid-19 en la Provincia El Oro]]></article-title>
<article-title xml:lang="en"><![CDATA[Consumer Behavior Before and During the Covid-19 Pandemic in El Oro Province]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[QUIZHPE-BUSTOS.]]></surname>
<given-names><![CDATA[Claudia Gabriela]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[BUSTAMANTE-CHIRIBOGA.]]></surname>
<given-names><![CDATA[Karen Mariuxi]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[PACHECO-MOLINA]]></surname>
<given-names><![CDATA[Andrés]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Técnica de Machala Facultad de Ciencias Empresariales ]]></institution>
<addr-line><![CDATA[Machala ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2023</year>
</pub-date>
<volume>14</volume>
<numero>1</numero>
<fpage>100</fpage>
<lpage>114</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S2602-80502023000100100&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S2602-80502023000100100&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S2602-80502023000100100&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: La presente investigación analiza el impacto de la pandemia en las preferencias de los consumidores dentro del marco del comercio electrónico, busca recomendar estrategias de mercado que acerquen al consumidor hacia una atención más digital. Se hizo uso del estadístico de comparación de muestras relacionadas de Wilcoxon para datos no paramétricos, con el fin de realizar una confrontación de frecuencias entre grupos de distintos tiempos que midieron el comportamiento de los usuarios en este mismo intervalo. Se utilizó la encuesta como instrumento de investigación y se pudo evidenciar un incremento en las compras en línea, destacando el uso de las tarjetas de crédito o débito y una reducción de las compras en establecimientos físicos. En el caso de la percepción sobre el comercio electrónico existió un incremento en la sensación de facilidad, necesidad y mayor grado de utilidad sobre el mismo. Los resultados obtenidos demuestran que la pandemia generó un impacto significativo sobre el comportamiento del consumidor y las percepciones del comercio electrónico en el grupo de estudio.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: The present investigation analyzes the impact of the pandemic on consumers' preferences, within the framework of electronic commerce to recommend market strategies that focus on consumers with more digital attention. For this reason, Wilcoxon&#8217;s statistical comparison of related samples has been used for non-parametric data in order to perform a comparison of frequencies between groups of different times that measured the behavior of users in this same range. The survey was used as a research tool and an increase in online purchases could be evidenced, highlighting the use of credit or debit cards and a reduction in purchases in physical establishments. In the case of the perception of electronic commerce, there was an increase in the sensation of ease, need and greater degree of usefulness about it. The results obtained demonstrate that the pandemic had a significant impact on consumer behavior and perceptions of electronic commerce in the study group.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Comportamiento del consumidor]]></kwd>
<kwd lng="es"><![CDATA[Comercio electrónico]]></kwd>
<kwd lng="es"><![CDATA[Mercado]]></kwd>
<kwd lng="es"><![CDATA[Pandemia Covid-19]]></kwd>
<kwd lng="en"><![CDATA[Consumer behavior]]></kwd>
<kwd lng="en"><![CDATA[Electronic commerce]]></kwd>
<kwd lng="en"><![CDATA[Market]]></kwd>
<kwd lng="en"><![CDATA[Covid-19 Pandemic]]></kwd>
</kwd-group>
</article-meta>
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