Incidencia del comercio electrónico en las micro, pequeñas y medianas empresas exportadoras de la provincia de El Oro, Ecuador.

Abstract

Ecommerce is a digital tool that transformed the marketing of products and services, moving from physical stores to digital spaces, allowing good economic development in organizations. The purpose of the article was to study the impact of electronic commerce on micro, small and medium-sized exporting enterprises in the province of El Oro, using a technology acceptance model (TAM). It is a descriptive study with a quantitative orientation, carried out through ad-hoc surveys on 30 managers of the exporting entities. Synthetic analytical and deductive inductive methods were applied. SPSS analyzed the results, the level of reliability was quantified using Cronbach's Alpha model. Hypotheses were evaluated and analyzed using structural equation models through Smart-PLS software. Finally, it concludes the positive effect of the technological tools used in electronic commerce to promote expansion into the international market.