Impacto de los factores que limitan la comercialización de productos agrícolas por medios digitales en la provincia del Guayas.

Abstract

The objective of this research work entitled "Impact of the factors that limit the commercialization of agricultural products by digital channels in the province of Guayas" is to identify what are those factors that limit agricultural producers in Guayas from adopting electronic commerce to market their products. A non-experimental, mixed, descriptive, explanatory and correlational research methodology was applied. Data collection was carried out through 3 interviews with members of the agricultural sector and 72 surveys of agricultural producing companies in Guayas. The results of the investigation determined that the technological and the environment factors are the ones that limit producers from adopting electronic commerce. This is because they do not feel support from the national government towards the sales channel nor do they consider that they have access to ICTs to achieve it. On the other hand, it was found that the technological factor is not considered limiting. Agricultural companies are recommended to adopt electronic commerce in order to achieve a greater number of sales and increase the profitability of the agricultural sector.