La administración gerencial y su influencia al adoptar el comercio electrónico en las pymes comerciales.

Abstract

The present scientific research aims to provide an essential contribution to a little explored study, such as the analysis of the individual attributes that the front-line administration of an organization possesses when applying electronic commerce; That is why the main purpose of the article is to establish the level of influence of the managerial factors present in the adoption of e-commerce in small and medium-sized companies in the commercial sector. The type of research of the study is descriptive, which allows a description and analysis of the necessary elements that are part of the characterization of the problem, in a qualitative approach with a non-probabilistic sample of 78 participants in the study by survey belonging to the city of Machala, the same that determined the levels of influence of the factors under study obtained from the literature, identifying that the representatives of the different entities studied require in a general and basic way to have knowledge with experience and make use of the best strategies, the same that under these indicators come to consider that e-commerce is a tool for business growth in relation to how to market products online in PYMES. Since this study is aimed at companies that already use this form of commercialization, it is necessary to emphasize that it is necessary to redirect the decision to adopt e-commerce based on the results obtained in this study to capture the best alternatives in relation to this form of doing business with third parties.