Análisis sobre la influencia del e-commerce de tipo B2C en la rentabilidad de las empresas del sector de comida rápida de pizza en la ciudad de Guayaquil periodo 2020.

Abstract

The pizza marketing companies in the city of Guayaquil during the year 2020 had an economic impact on profitability due to the current pandemic caused by Covid.19 through which some of them innovated with other products not related to the traditional ones and others did so. they did through technological platforms with the purpose of implementing E-commerce in their businesses. The theories that support this work are those related to E-commerce, business model and profitability to better support the work. Subsequently, the quantitative methodology based on the descriptive and correlational study was applied, first the survey instrument was applied to a sample of 20 administrators of the pizza businesses, this instrument was validated by an expert prior to its application. Then the descriptive analysis of the information was carried out, later a Shapiro-Wilk normality test was applied and then the correlational analysis. Finally, the Ordinary Least Squares model was applied, through which it was determined that E-commerce, income, and utility explain the profitability of companies in this sector. Then actions were proposed to improve the profitability of companies through B2C-type Ecommerce.