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Entendiendo la adopción de e-marketing en micros, pequeñas y medianas empresas mexicanas
Understanding E-Marketing Adoption by Mexican Micro, Small and Medium-Sized Enterprises
Entendendo a adoção de e-marketing em micros, pequenas e médias empresas mexicanas
DOI:
https://doi.org/10.15446/innovar.v32n85.101123Palabras clave:
adopción competitividad tecnológica, e-marketing, mipymes, rendimiento organizacional, TIC (es)adoção, competitividade tecnológica, e-marketing, MPMEs, desempenho organizacional, TIC (pt)
Adoption, technological competitiveness, e-marketing, MSMEs, organizational performance, ICT (en)
El objetivo de este estudio es identificar los factores críticos para la adopción de e-marketing en México, que no han sido validados en el contexto latinoamericano en el pasado. Para lograrlo, se contó con una muestra de 302 micro, pequeñas y medianas empresa (mipymes), de los sectores de manufactura, servicios, comercio y construcción en México, a quienes se les aplicó una encuesta que respondieron los gerentes y cuyos resultados fueron analizados mediante ecuaciones estructurales. Primero, se hizo un análisis factorial donde se identificaron los factores más importantes para la adopción de e-marketing por las mipymes mexicanas: adopción de tecnologías de la información y la comunicación (TIC), implementación de e-marketing, rendimiento organizacional, y competitividad tecnológica. Posteriormente, se propuso un modelo, relacionando los factores identificados en el análisis factorial, que fue validado usando ecuaciones estructurales. Si bien en el modelo propuesto no todas las relaciones son significativas, se puede resaltar que, dentro del contexto de mipymes mexicanas, los factores adopción de tic, la implementación de e-marketing, el rendimiento organizacional y la competitividad tecnológica son importantes y nuevos en la literatura.
This work seeks to identify critical factors for the adoption of e-marketing in Mexico that have not been previously validated in the Latin American context. To achieve this, we studied a sample of 302 micro, small and medium-sized enterprises (msmes) from the manufacturing, services, trade and construction sectors. Data were gathered through a survey answered by the managers of these companies, whose results were analyzed using structural equations. We first conducted a factorial analysis, where the most important factors for the adoption of e-marketing by Mexican msmes were identified, namely: information and communication technologies (ict) adoption, e-marketing implementation, organizational performance, and technological competitiveness. Subsequently, a model relating the factors identified during the factorial analysis phase was proposed. This model was then validated trough structural equations. Although not all the relationships that comprise the model are significant, within the context of Mexican msmes, factors such as ict adoption, e-marketing implementation, organizational performance, and technological competitiveness are relevant and novel in the literature.
O objetivo deste estudo é identificar os fatores críticos para a adoção de e-marketing no México, os quais não foram validados no contexto latino-americano. Para isso, contou-se com uma amostra de 302 micro, pequenas e médias empresas (mpmes), dos setores de manufatura, serviços, comércio e construção no México, às quais foi aplicado um questionário a que os gerentes responderam e cujos resultados foram analisados mediante equações estruturais. Primeiro, foi feita uma análise fatorial em que foram identificados os fatores mais importantes para a adoção de e-marketing pelas mpmes mexicanas: adoção de tecnologias da informação e comunicação (tic), implementação de e-marketing, desempenho organizacional e competitividade tecnológica. Em seguida, foi proposto um modelo, relacionando os fatores identificados na análise fatorial, que foi validada a partir de equações estruturais. Embora no modelo proposto nem todas as relações tenham sido significativas, pode-se ressaltar que, dentro do contexto das mpmes mexicanas, os fatores adoção de tic, implementação de e-marketing, desempenho organizacional e competitividade tecnológica foram importantes e novos na literatura.
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1. Guillermo A. Zamacona-Aboumrad, Karla Barajas-Portas. (2022). Comportamiento del consumidor de actividades culturales y consumo de artesanías en México antes, durante y su disposición posterior al COVID-19. Innovar, 32(86), p.43. https://doi.org/10.15446/innovar.v32n86.104660.
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