E-commerce on social media: an analysis of the commercial performance of Tungurahua's micro-enterprises
Article Sidebar
Main Article Content
Abstract
Social media have become the e-commerce adoption tool. Small and medium-sized businesses have used social media to promote and sell their products. However, many of them have not yet used the adoption of e-commerce, as it can be seen as a factor that influences business performance. This study aims to determine the factors that influence micro-enterprises that use social networks in the adoption of electronic commerce. 104 owners of establishments in the province of Tungurahua that have space in social networks were analyzed using a convenience sampling method. The results revealed that the adoption of electronic commerce through social networks carried out by micro-enterprises is influenced by the perceived benefits and the external environment. The results revealed that owner characteristics do not have a significant effect on e-commerce adoption. It was concluded that micro-enterprises that adopt electronic commerce through social networks obtain increasing profits.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
1. Derechos de autor
Las obras que se publican en 593 Digital Publisher CEIT están sujetas a los siguientes términos:
1.1. 593 Digital Publisher CEIT, conserva los derechos patrimoniales (copyright) de las obras publicadas, favorece y permite la reutilización de las mismas bajo la licencia Licencia Creative Commons 4.0 de Reconocimiento-NoComercial-CompartirIgual 4.0, por lo cual se pueden copiar, usar, difundir, transmitir y exponer públicamente, siempre que:
1.1.a. Se cite la autoría y fuente original de su publicación (revista, editorial, URL).
1.1.b. No se usen para fines comerciales u onerosos.
1.1.c. Se mencione la existencia y especificaciones de esta licencia de uso.
Johanna Stephanie Catuta-Chucaralao, Universidad Técnica de Ambato - Ecuador
https://orcid.org/0000-0002-7263-282X
Johanna Stephanie Catuta Chucaralao, student of the Polytechnic University of Ambato of the Faculty of Administrative Sciences, Marketing and Business Management Career, author of the Academic Article, topic:
“E-commerce on social media: An analysis of the commercial performance of Tungurahua’s micro-enterprises ”.
Silvia Elizabeth Tenelema-Moposita, Universidad Técnica de Ambato - Ecuador
https://orcid.org/0000-0001-6089-5254
Silvia Elizabeth Tenelema Moposita, student of the Polytechnic University of Ambato of the Faculty of Administrative Sciences, Marketing and Business Management Career, author of the Academic Article, topic:
“E-commerce on social media: An analysis of the commercial performance of Tungurahua’s micro-enterprises”.
Klever Armando Moreno-Gavilanes, Universidad Técnica de Ambato - Ecuador
https://orcid.org/0000-0001-9870-8821
Klever Moreno Gavilanes, Doctor in Business Sciences from the Rey Juan Carlos University (Spain). He has fourth-level academic degrees of Master's Degree in Curricular Design and Educational Evaluation (Ecuador), Master's Degree in Business Financial Management (Ecuador), and Master's Degree in Business Organization (Spain). Within the third level academic degree, he is a Business Engineer and a Bachelor of Administrative Sciences from the Technical University of Ambato (Ecuador). Related to his teaching0. experience, he has directed Postgraduate Modules in several universities in the central area of Ecuador. He was Director of Research Projects at the Technical University of Ambato. Currently, he is a full-time professor at the Faculty of Administrative Sciences of the Technical University of Ambato (Ecuador). As part of his professional experience, he has served as Assistant Dean of the Faculty of Administrative Sciences and Coordinator of the Marketing and Business Management Career at the Technical University of Ambato. He is currently a deputy member of the Council for Higher Education (CES).
References
Adistia, M., & Sanaji, S. (2022). Influence Of Social Media Marketing , E-Commerce , and Product Innovation on Marketing Performance. Journal of Business and Management Review, 3(7), 453–469. https://doi.org/10.47153/jbmr37.4272022
Alam, S., & Rahman, M. (2022). COVID-19 impact on Facebook-based social commerce in Bangladesh. International Journal of Electrical and Computer Engineering, 12(2), 1636–1649. https://doi.org/10.11591/ijece.v12i2.pp1636-1649
Almajali, D., Hammouri, Q., Majali, T., Gasawneh, J., & Dahalin, Z. (2021). Antecedents of consumers’ adoption of electronic commerce in developing coun- tries. International Journal of Data and Network Science, 5(4), 681–690. https://doi.org/10.5267/j.ijdns.2021.7.013
Cao, J., Li, J., Wang, Y., & Yin, M. (2022). Research on the Influencing Factors of Fan Reviews and Sentiment of We-media in Social Commerce. Forest Chemicals Review, 7(82), 82–91.
Dwi, R., & Rachmawati, I. (2022). Pengaruh Institutional-Based Trust Terhadap Purchase Intention Pada Social Commerce Instagram Melalui Social Media Communication. E-Proceeding of Management, 9(2), 332–341.
Guzmán, A., & Abreo, C. (2017). Del comercio electrónico al comercio social: La innovación al alcance de las organizaciones. Estudio para el sector calzado Bucaramanga, Colombia. Contabilidad y Negocios, 12(24), 107–118. https://dialnet.unirioja.es/servlet/articulo?codigo=6584088%0Ahttp://revistas.pucp.edu.pe/index.php/contabilidadyNegocios/article/view/19785
Hajli, M. (2013). A research framework for social commerce adoption. Information Management & Computer Security, 21(3), 144–154. https://doi.org/10.1108/IMCS-04-2012-0024
Kurdi, S., Saefudin, & Nurkholik. (2022). The Impact Of Baznas Venture Capital, Entrepreneurship Motivation, And Digital Technology Entrepreneurship On Micro-Enterprise Performance In Kendal Regency. Jurnal Mantik, 6(2), 2264–2272.
Lovato, S., Coronel, V., & Acosta, M. (2022). Social networks as a means of communication and their impact on microenterprises. REVISTA TECNOLÓGICA Ciencia y Educación, 6(2), 64–74.
Makudza, F., Sandada, M., & Madzikanda, D. (2022). Modelling Social Commerce Buying Behaviour: an Adaption of the Sequential Consumer Decision Making Model. Management Research and Practice, 14(1), 17–29. https://www.proquest.com/scholarly-journals/modelling-social-commerce-buying-behaviour/docview/2641592381/se-2?accountid=31562
Mendoza, M. (2021). EL COMERCIO SOCIAL EN TIEMPOS DE CRISIS: EL CASO DE CONSUMELOCAL.ME. FACE: Revista de La Facultad de Ciencias Económicas y Empresariales, 2(1), 4–13.
Muñoz, P., Hernández, A., & Bolaños, E. (2021). Hacia la adopción del comercio social en micro y pequeñas empresas en México. Economía Creativa, 4(16), 189–211. https://doi.org/10.46840/ec.2021.16.07
Perera, P. G. H., & Gunathunge, K. L. N. K. (2022). The Nexus between Social Media Adoption and the Performance of MSSEs in Sri Lanka: An Exploratory Study Based on Gampaha District. Journal of Business and Technology, 6(1), 1–18. https://doi.org/10.4038/jbt.v6i1.59
Prabowo, N., Pujiarto, B., Safri, F., Gita, L., & Alfandy, D. (2021). Social Network Analysis for User Interaction Analysis on Social Media Regarding E-Commerce Business. IJIIS: International Journal of Informatics and Information Systems, 4(2), 95–102. https://doi.org/10.47738/ijiis.v4i2.106
Purwanto, A. (2022). What Is the Role of Customer Behavior for Electronic E-Commerce and Modern Market Visit Intention? Journal of Information Systems and Management (JISMA), 1(6), 46–57.
Ramphele, M., & Msosa, S. (2022). Determinants of Social Media Marketing Adoption in Small, Medium and Micro Enterprises during the Covid-19 pandemic. European Journal of Management Issues, 30(2), 92–99. https://doi.org/10.15421/192209
Rodríguez, J. (2011). Los rincones de trabajo en el desarrollo de competencias básicas. Docencia e Investigación, 3(4), 105–130.
Saltos, G., Acosta, M., Asanza, J., & Espinoza, E. (2022). Digital Marketing and its impact on the commercial development of Guayaquil’s microenterprises. Journal of Busuness and Entrepreneurial Estudies, 6(3), 71–82.
Silalahi, D., & Heruwasto, I. (2022). THE EFFECT OF IT AFFORDANCE AND SOCIAL COMMERCE CONSTRUCTS ON INTENTION TO BUY: TRUST AND FLOW EXPERIENCE AS MEDIATORS. Family Business and Entrepreneurship, 7(4), 78–85.
Tjhin, T., & Pink, M. (2022). Anteseden Dari Brand Experience Serta Dampaknya Terhadap Urge to Buy Impulsively (Studi Pelanggan Uniqlo Pada Platform Social Commerce Di Wilayah Jabodetabek). Jurnal Administrasi Bisnis (JAB), 12(1), 58–66. http://www.tjyybjb.ac.cn/CN/article/downloadArticleFile.do?attachType=PDF&id=9987