Effects of Coronavirus on the behavior of using digital channels in Ecuador
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Abstract
This study reviews the measures adopted to prevent the spread of covid-19, control its expansion and forestall the collapse of health care systems, highlighting how these measures have generated a change in the behavior of Ecuadorian customers, towards the use of digital media. Through bi-biographical review it was possible to define how improved access to digital media and a new consumer behavior due to the pandemic, has generated growth in the use of digital channels compared to traditional business channels transactional. Faced with the pandemic reality and the analysis of the effects it generates, the countries of Latin America and the Caribbean have taken rapid and important measures to respond in the initial stage of the crisis by adopting economic policies to mitigate its effects, which has motivated the preference of the use of digital media, Following this global trend in Ecuador the number of users who make online transactions has multiplied, The COVID-19 has substantially transformed the reality of e-commerce at a global level so that the Accelerating the rate of adoption of non-face-to-face purchases is a propitious context in the midst of the crisis to stimulate the economic sectors and allow companies to innovate and reinvent themselves in this new environment.
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Damian Filemón Cedeño-Martínez, Pontificia Universidad Católica del Ecuador Sede Manabí
Marketing and Strategic Advertising Engineer, Universidad San Gregorio de Portoviejo, Ecuador. Student of Master in Business Administration with Mention in Quality and Productivity, Pontificia Universidad Católica del Ecuador, Sede Manabí. Head of Branches and Agency of Banco Guayaquil, Ecuador, Manabí.
Grether Lucía Real-Pérez, Pontificia Universidad Católica del Ecuador Sede Manabí/Universidad Técnica de Manabí - Facultad de Matemática, Física y Química - Ecuador
PhD in Technical Sciences, Master in Business Administration with Mention in Production and Services Management and Master in Occupational Risk Prevention, UNIR, Spain. Industrial engineering. Professor of the MBA at the Pontificia Universidad Católica del Ecuador, Manabí Campus and full professor of Industrial Engineering, Faculty of Mathematics, Physics and Chemistry of the Technical University of Manabí, UTM, Ecuador. He has published 5 books related to his training and more than 20 articles. Coordinator of the scientific research group: Productivity, Safety, Health and Environment (PSSA).
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