E-commerce in the middle-income commercial sector [Comercio electrónico en sector comercial de rentas medias]
DOI:
https://doi.org/10.62574/rmpi.v4i1.100Keywords:
electronic commerce, trade policy, free tradeAbstract
The objective of this research is to analyze e-commerce in the middle-income commercial sector of the city of Cañar in Ecuador from the metaphor of a musical symphony. It was descriptive in nature and with a transversal non-experimental design. Regarding the media used for sales transactions, 77% use social networks and 23% prefer other e-commerce platforms. Frequencies of use include 34% for WhatsApp, 32% for TikTok, 31% for Facebook and 3% for Instagram. The strategic utility of virtual assistants as effective technology tools in customer service is highlighted. The ability of these assistants to provide quick and efficient responses not only improves the customer experience, but also represents an effective mechanism for reducing operating costs by automating call identification and answering.
Downloads
References
Aguilar-Zambrano, Daniela, & Casanova-Montero, Alfonso. (2022). Los efectos del COVID-19 en el comercio exterior del Ecuador: Códigos jel: f10, f13, f17, f19 [The effects of COVID-19 on Ecuador's foreign trade: jel codes: f10, f13, f17, f19]. Revista De La Facultad De Ciencias Económicas, 4(4), 30–54. https://doi.org/10.53591/fce.v4i4.1851
Aslam, Wajeeha, Hussain, Annas, Farhat, K., & Arif, I. (2020). Underlying Factors Influencing Consumers’ Trust and Loyalty in E-commerce. Business Perspectives and Research, 8(2), 186-204. https://doi.org/10.1177/2278533719887451
Caguana-Baquerizo, Jessica Ivonne, Zambrano-Moreira, Mónica Elízabeth, & Segarra-Jaime, Humberto Pedro. (2019). El social network como mecanismo alternativo para la inserción de las PYMES en mercados internacionales [Social network as an alternative mechanism for the insertion of SMES in international markets]. Revista Universidad y Sociedad, 11(1), 231-242.
Cumming, Douglas, Johan, Sofía, Khan, Zaheer, & Meyer, Martin. (2023). E-Commerce Policy and International Business. Management international review: MIR: Journal of international business, 63(1), 3–25. https://doi.org/10.1007/s11575-022-00489-8
Lee, Jeoung, Yang, Soo, & Ghauri, Pervez. (2023). E-commerce Policy Environment, Digital Platform, and Internationalization of Chinese New Ventures: The Moderating Effects of Covid-19 Pandemic. Management international review: MIR: Journal of international business, 63(1), 57–90. https://doi.org/10.1007/s11575-022-00491-0
Mera, Carlos. (2021). Desafíos del comercio electrónico para las PYMES ecuatorianas [Challenges of e-commerce for Ecuadorian SMEs]. Espí¬ritu Emprendedor TES, 5(4), 19–39. https://doi.org/10.33970/eetes.v5.n4.2021.285
Pesántez-Calva, Allan, Romero-Correa, Jerry, & González-Illescas, Mayiya. (2020). Comercio electrónico B2B como estrategia competitiva en el comercio internacional: Desafíos para Ecuador [E-commerce in the middle-income commercial sector]. INNOVA Research Journal, 5(1), 72–93. https://doi.org/10.33890/innova.v5.n1.2020.1166
Quiñónez-Cabeza, Manuel., & Quiñónez-Caicedo, Luisa. (2021). Política de comercio exterior en Ecuador: Un análisis comparativo [Foreign Trade Policy in Ecuador: A Comparative Analysis]. Centro Sur, 4(2), 266–284. https://doi.org/10.37955/cs.v4i2.81
Rubal, S. M., & Ornelas, M. L.. (2021). Marketing digital y posicionamiento web en comunicación científica: a propósito de un caso en el área de Comunicación [Digital marketing and web positioning in scientific communication: a case study in the area of communication]. Texto Livre, 14(1), e26251. https://doi.org/10.35699/1983-3652.2021.26251
Salas-Rubio, María Inés, Ábrego-Almazán, Demián, & Mendoza-Gómez, Joel. (2021). Intención, actitud y uso real del e-commerce [Relevance, attitude and the real use of e-commerce]. Investigación administrativa, 50(127), 12703. https://doi.org/10.35426/iav50n127.03
Sánchez Flores, Fabio Anselmo. (2019). Fundamentos epistémicos de la investigación cualitativa y cuantitativa: consensos y disensos [Epistemic Fundamentals of Qualitative and Quantitative Research: Consensus and Dissensus]. Revista Digital de Investigación en Docencia Universitaria, 13(1), 102-122. https://dx.doi.org/10.19083/ridu.2019.644
Sandoval-Damián, Juan Manuel, Serralde-Coloapa, José Leonardo, & Acosta-Gonzaga, Elizabeth. (2021). Apps de entrega a domicilio en CDMX: estrategia restaurantera de ventas para sobrevivir a la pandemia [Food Delivery Apps in CDMX: Sales Strategy to Survive the Pandemic]. RIDE. Revista Iberoamericana para la Investigación y el Desarrollo Educativo, 12(23), e060. https://doi.org/10.23913/ride.v12i23.1104
Zambrano-Velasco, Bernardo, Castellanos-Espinoza, Esther, & Miranda-Guatumillo, Mario. (2021). El E-Commerce en las empresas ecuatorianas: Un análisis de los informes de la Cámara Ecuatoriana de Comercio Electrónico (CECE) en el marco de la pandemia covid-19 [E-Commerce in Ecuadorian companies: An analysis of the reports of the Ecuadorian Chamber of Electronic Commerce (CECE) in the framework of the covid-19 pandemic]. Revista Publicando, 8(29), 13-20. https://doi.org/10.51528/rp.vol8.id2176
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Copyright: 2024 By the authors. This article is open access and distributed under the terms and conditions of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) license. https://creativecommons.org/licenses/by-n
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
CC BY-NC-SA : This license allows reusers to distribute, remix, adapt and build upon the material in any medium or format for non-commercial purposes only, and only if attribution is given to the creator. If you remix, adapt or build upon the material, you must license the modified material under identical terms.
OAI-PMH URL: https://rperspectivasinvestigativas.org/index.php/multidiscipinaria/oai
