Análisis exploratorio de los determinantes de la adopción del comercio electrónico en un entorno de incertidumbre en el sector de servicios alimentarios
DOI:
https://doi.org/10.35575/rvucn.n78a11Palabras clave:
Adopción tecnológica, Comercio electrónico, Pequeñas empresas, Servicio de comidas, Transformación digitalResumen
La emergencia sanitaria por COVID-19 perturbó profundamente las operaciones del sector gastronómico, acelerando la adopción de soluciones de comercio electrónico como respuesta a las restricciones impuestas por la pandemia. Este estudio evalúa los determinantes de dicha adopción en empresas del sector durante ese período. Para ello, se emplearon el modelo de Interpretación Estructural (ISM) y el análisis Matrice d'Impacts Croisés Multiplication Appliquée à un Classement (MICMAC), herramientas que permiten examinar la jerarquía, causalidad y dependencia entre variables. Se identificaron 13 factores a partir de la literatura especializada y se recogieron los juicios de 9 restaurantes de la ciudad de Medellín frente a estos. Los hallazgos revelan que el teletrabajo obligatorio derivado de la pandemia y la reducción de la inversión operativa fueron los factores más determinantes para impulsar la transición hacia el comercio electrónico. Asimismo, se evidenció que dicha transición generó beneficios encadenados para las empresas, entre ellos el acceso a una base de consumidores más amplia, la penetración de nuevos segmentos de mercado y la reducción de tiempos en las operaciones cotidianas. El estudio aporta evidencia empírica sobre cómo condiciones de crisis extraordinaria reconfiguran las decisiones de adopción tecnológica en una industria que históricamente ha dependido de la presencialidad.
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