Análisis de los factores determinantes de canales e-commerce de las micro y pequeñas empresas de la ciudad de Machala.

Abstract

In the city of Machala there is great uncertainty in the use and application of digital tools, in such a way that most businesses have been affected by the lack of knowledge in virtual business processes, as well as by the health and economic crises. The application of Business Models based on E-commerce, demonstrated knowing the main components of the Technological Acceptance Model (TAM): Perceived Ease of Use, Perceived Utility, Attitude towards E-commerce; Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB): Intention to use E-commerce, Perceived Control, Innovativeness, Security and Perceived Trust. The Models said with each of its components were decisive for the application of a methodology with a quantitative and descriptive approach where through the application of a measurement instrument such as the survey, it was applied to a sample of finite population to the users. of the micro and small companies of Machala. The results indicated that on average 68% of those surveyed have a good predisposition to use digital tools for their financial and commercial operations, and 72% on average indicated that e-commerce improved income in sales operations, 74 % on average, argued that a digital culture that benefits everyone is adopted, considering the risks that this may cause in the event that the provisions of the current electronic commerce regulations are not complied with. Finally, proposals for improvements based on creating strategic alliances with public and private institutions were raised in ways that through them provide training to entrepreneurs and business managers to adopt a technological culture that improves business operations through e-commerce