Efecto del uso de herramientas del comercio electrónico y el comercio móvil (e – commerce & m - commerce) en el comportamiento de consumo de los moradores de ciudadelas privadas en Guayaquil.

Abstract

The objective of this work was to analyze consumer behavior in terms of the use of e-commerce and mobile commerce tools in the consumption behavior of residents of private citadels in Guayaquil. For the purpose, a quantitative analysis was carried out, considering as the object of study the residents of a sample of private citadels in Guayaquil. The results of the research allowed to design a proposal for the creation of an online business model to meet the needs of this market niche in terms of home- prepared food. From the review of the literature it is important to mention that the majority of studies around e-commerce and mobile commerce have been carried out in the United States, Europe and Asia. Regarding e-commerce business initiatives in Ecuador, it is worth noting the importance of YaEstá and Super Easy as similar business models. The results of the merchandising study determined a high acceptance of electronic commerce and a high intention to use this means to make purchases. Finally, the results of the financial analysis shows that the project is highly attractive, due to its high profitability.