http://mercadosynegocios.cucea.udg.mx/index.php/MYN/issue/feed Mercados y Negocios 2025-05-07T10:35:09-06:00 Tania Elena González Alvarado revistamercadosynegocios@cucea.udg.mx Open Journal Systems <div data-canvas-width="519.48"> </div> <div data-canvas-width="519.48"> <p>Mercados y Negocios is an open-access quarterly journal whose issues are published on the first day of January, May, and September. Published research articles are accepted through double-blind review by international peers, mainly from outside the University of Guadalajara. </p> <p>Mercados y Negocios aims to disseminate and encourage the discussion of results and advances in research on markets and business as phenomena of study for competitiveness.</p> <p>Mercados y Negocios does not charge authors a fee for submitting their manuscripts, nor does it charge fees for publishing articles (no APC—Article Publishing Charges).</p> <p>Mercados y Negocios appears in the LATINDEX 2.0 catalogue, in the Information Matrix for the Analysis of Journals (MIAR), in the Directory of Open Access Journals, in Dialnet, in three EBSCO databases (Business Source Corporate Plus; Business Source Ultimate and Fuente Académica Plus), Scopus, Redalyc, CLASE-Biblat, Scielo-Mexico, the Ibero-American Network of Innovation and Scientific Knowledge and The Directory of Open Access Scholarly Resources of UNESCO.</p> <p>By the policy of the University of Guadalajara, this journal is included in the golden route, providing free access to its published contents with internationally recognized standards in terms of interoperability, quality, and efficiency in the editorial process management.</p> <p> </p> </div> http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7883 Editor’s Letter 2025-05-07T10:35:09-06:00 Tania Elena tgonzalez1973@yahoo.com <div> <p><span lang="EN-US">We are excited to share the 55th issue of Mercados y Negocios, which reflects our growing international reach. We sincerely want to thank the scientific community for its trust and support. As part of our commitment to fostering research and development, we remind our authors that Mercados y Negocios welcomes resubmission of rejected papers. This policy allows reviewers to provide feedback that helps authors refine their work and encourages a constructive dialogue to strengthen research contributions. </span></p> </div> 2025-05-01T00:00:00-06:00 Copyright (c) 2025 Tania Elena http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7771 Benefits of digital training approaches on non-banking economic divisions in India 2025-01-03T18:18:34-06:00 Palak Dev yspalak@gmail.com Garima Sainger garima.sainger@gla.ac.in <p style="font-weight: 400;">The current research examines the benefits of digital training approaches in non-banking economic divisions in India. The present study adopted quantitative analysis employing the SPSS version 23 software package. A structured questionnaire survey method is used to collect the data from employees working in the non-banking economic division, and a purposive sampling approach is used for analysis. The objective of the method is to collect data relating to employees' insights concerning adopting digital training. ANOVA, frequency, and regression tests are executed in research. The study's outcomes revealed the prevalence of digital training in non-banking institutions and the significance of online learning platforms in offering practical training to employees. Furthermore, the study also evaluates the impact of digital training approaches on employee performance in the organization. The study recommends implementing online learning platforms in non-banking financial institutions to accomplish organizational objectives.</p> 2025-05-01T00:00:00-06:00 Copyright (c) 2025 Palak Dev, Garima Sainger http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7818 Impact of E-Service Qualtiy of Mobile Application on Customer Perceived Value 2025-03-10T15:59:32-06:00 Rohit Kumar Sharma rksh999999@gmail.com Sanjeev Padashetty sanjeev.padashetty@alliance.edu.in <p style="font-weight: 400;">The present study examines the effect of mobile app service quality on consumer perceived value (CPV) in online shopping in India, specifically in Bengaluru, and customer satisfaction (CS) on CPV. A quantitative research method was employed, in which the researchers collected data from 222 randomly selected consumers using structured questionnaires and interviews. The analysis was completed in R Studio with analyses including discriminant validity, confirmatory factor analysis, and structural equation modeling (SEM). The findings show that mobile app service quality significantly affected CPV, with reliability and consumer service being the most critical dimensions. In contrast, content quality was the least essential dimension. Additionally, CS significantly positively affected CPV and partially mediated the relationship between content quality, navigation, visual design, contact, and CPV.</p> 2025-05-01T00:00:00-06:00 Copyright (c) 2025 Rohit Kumar Sharma, Sanjeev Padashetty S http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7823 Situational Impulsive and Compulsive Online Purchase of Fashion Products in Generation Z 2025-02-24T17:24:18-06:00 Ni Wayan Ekawati nekawati@unud.ac.id I Gusti Ayu Ketut Giantari ayugiantari@unud.ac.id Komang Rahayu Indrawati komangrahayu@unud.ac.id I Gusti Ayu Tirtayani ayutirtayani@undiknas.ac.id Irene Hanna H. Sihombing irenesihombing@ppb.ac.id <p style="font-weight: 400;">This study investigates the situational factors influencing impulsive and compulsive online purchases of fashion products among Generation Z. The findings indicate that financial management has a negative and significant effect on impulsive buying, meaning that better financial management reduces the likelihood of impulsive purchases. On the other hand, materialism and socioeconomic status positively and significantly affect impulsive buying, showing that stronger materialistic traits and higher socioeconomic status increase unplanned purchasing behavior.</p> <p>Time affluence demonstrates a positive but insignificant effect, suggesting that having ample time does not necessarily influence impulsive buying decisions. Additionally, impulsive buying is found to have a positive and significant impact on compulsive buying, indicating that unplanned purchases, combined with emotional attachment to fashion products, escalate into compulsive buying behavior.</p> <p>The study's limitations include a focus solely on Generation Z and fashion products purchased online, which restricts its generalizability to other generations and product categories. These findings offer valuable insights into understanding and managing impulsive and compulsive buying behaviors in the online fashion retail context.</p> 2025-05-01T00:00:00-06:00 Copyright (c) 2025 Ni Wayan Ekawati, I Gusti Ayu Ketut Giantari, Komang Rahayu Indrawati, I Gusti Ayu Tirtayani, Irene Hanna Sihombing http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7813 Nintendo and the Blue Ocean Strategy: Designing the Four Actions Matrix 2025-02-24T15:25:55-06:00 Adan Jacinto Flores Flores ajflores@docentes.uat.edu.mx <p style="font-weight: 400;">The purpose of this article is to analyze the strategies adopted by Nintendo within the framework of the four-action matrix of the BOS (i.e., eliminate, reduce, increase, and create). Documentary research was implemented by scrutinizing the scientific bases of information accessible in electronic media (e.g., Web of Science and Scopus). For each of the four actions of the matrix, the following factors were identified: 1. eliminate the expensive face-to-face conferences; 2. reduce the graphic power of the video game console, the budgets, and the deadlines in the development of video games; 3. increase: the brand extension; and 4. create: nostalgic feeling. This study provides lessons and teachings to be considered by organizational strategists when designing strategies that leverage distinctive characteristics into competitive advantages that satisfy both established objectives and customer desires and expectations. Furthermore, the work can be a reference framework in subsequent empirical research.</p> 2025-05-01T00:00:00-06:00 Copyright (c) 2025 Adan Jacinto Flores Flores http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7785 Environmental Consciousness and Adoption of Green Banking Services 2024-12-12T11:22:25-06:00 Akhila K H akhilasathya76@gmail.com Nedumaran G Nedumaran@gmail.com <p style="font-weight: 400;">This article explores the relationship between customer awareness and the adoption of green banking services at the State Bank of India (SBI) in the Malabar region. The outcome reveals the factors influencing the adoption of these services and the associations between customer awareness and the adoption of Green Banking Services (GBS) in SBI. The SBI has implemented various green banking services to reduce the environmental impact. Customer awareness of these green banking practices is significant, with studies showing that most customers know such services. However, the adoption rate can vary based on customer age and awareness. In the Malabar region, exploring this relationship would involve assessing how aware customers are of these services and how likely they are to adopt them, potentially influenced by factors such as age, education, and environmental consciousness.</p> 2025-05-01T00:00:00-06:00 Copyright (c) 2025 Akhila K H, Dr. Nedumaran G