Correo Electrónico
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Adopción del comercio electrónico en el sector hortofrutícola: Un análisis en tiempos de pandemia
E-Commerce Adoption In The Fruit And Vegetable Sector: An Analysis In Pandemic Times
Adoção do comércio eletrônico no setor hortofrutícola: uma análise em tempos de pandemia
DOI:
https://doi.org/10.15446/innovar.v33n87.105505Palabras clave:
comercio digital, Internet, modelo eMICA, sitio web, TIC (es)comércio digital, internet, modelo eMICA, página web, TIC (pt)
e-commerce, Internet, eMICA model, website, ICT (en)
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La pandemia por COVID-19 impulsó la adopción del comercio electrónico como respuesta a la disminución en las ventas en las organizaciones relacionadas a la cadena de valor del sector hortofrutícola. No obstante, existen retos en el uso eficiente del comercio electrónico en esta industria, por lo que el objetivo de esta investigación fue identificar el nivel de adopción del comercio electrónico en las organizaciones vinculadas al eslabón de la distribución de la cadena de valor del sector hortofrutícola en la ciudad de Bogotá, Colombia, por medio de la metodología e-MICA, para reconocer los retos de una gestión más competitiva en la postpandemia. Se determinó que las organizaciones realizan amplio uso de las tecnologías y presentan un grado de madurez del comercio electrónico medio, en el que se requiere mejorar la interacción con el cliente para promocionar sus productos. Se identificó que el uso de las redes sociales y la creación de contenido de valor, mejora el proceso de comercialización. Como limitaciones se reconoce la necesidad de involucrar variables de mayor complejidad como el tráfico digital y la presencia omnicanal, con el objetivo de explicar con mayor profundidad los factores asociados con la adopción del comercio electrónico.
The covid-19 pandemic encouraged e-commerce adoption by companies in the fruit and vegetable value chain in response to decreased sales. Despite this, certain challenges for the efficient use of e-commerce persist in the industry. Therefore, this research sought to identify the level of adoption of this business approach in organizations that make part of distribution link of the fruit and vegetable value chain in the city of Bogotá (Colombia). The emica methodology was implemented to recognize the challenges for a more competitive management by this sector in the post-pandemic era. Our findings show that organizations in this sector make extensive use of technologies and present a medium degree of maturity regarding e-commerce, making it necessary to improve interaction with customers in order to promote their products. We could establish that the use of social networks and valuable content creation improve marketing processes, while the need to engage more complex variables —such as digital traffic and omnichannel presence— is recognized a limitation for fully understanding the factors associated with e-commerce adoption.
A pandemia ocasionada pela covid-19 impulsionou a adoção do comércio eletrônico como resposta à diminuição nas vendas nas organizações relacionadas à cadeia de valor do setor hortofrutícola. No entanto, existem desafios no uso eficiente do comércio eletrônico nessa indústria, por isso o objetivo desta pesquisa foi identificar o nível de adoção do comércio eletrônico nas organizações vinculadas ao elo da distribuição da cadeia de valor do setor hortofrutícola na cidade de Bogotá, Colômbia, por meio da metodologia eMICA, para reconhecer os desafios de uma gestão mais competitiva no período pós-pandemia. Determinou-se que as organizações realizam amplo uso das tecnologias e apresentam um grau de maturidade médio do comércio eletrônico, no qual é necessário melhorar a interação com o cliente para promover seus produtos. Identificou-se que o uso das redes sociais e a criação de conteúdo de valor melhoram o processo de comercialização. Com respeito às limitações, reconhece-se a necessidade de envolver variáveis de maior complexidade como o tráfego digital e a presença omnichannel, com o objetivo de explicar mais profundamente os fatores associados à adoção do comércio eletrônico.
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