E-commerce and customer dynamics in Mexico: analysis of key factors to optimize purchasing

Abstract

This study aims to analyze the relationship between variables such as convenience, trust, security, customer satisfaction, user experience, and purchase intention with e-commerce, as well as to explore their optimization to enhance the online shopping experience. A cross-sectional quantitative methodology was employed where, through an electronic survey conducted between September 2022 and March 2023, data from 2085 individuals in Mexico were collected and analyzed using a structural equation model. The results reveal a significant correlation between user experience and customer loyalty, highlighting the role of security in promoting trust and satisfaction. Although focused on Mexico, the findings suggest that improving user experience and security can significantly increase loyalty and purchase intention. The literature review supports the global adoption of e-commerce, driven by convenience and diversity. This study offers a model to identify key factors for optimizing e-commerce strategies.