Marketing, teletrabajo femenino y e-commerce en Ecuador durante el COVID-19
DOI:
https://doi.org/10.62325/10.62325/yachana.v13.n1.2024.910Palabras clave:
Mercado, Mujer, Empleo de las mujeres, Comercio electrónico, Ecuador, COVID-19Resumen
La presente investigación muestra la necesidad de comprender cómo las prácticas laborales y estrategias de marketing se adaptaron en un contexto de crisis global y cuál fue su efecto en el comercio electrónico. El objetivo principal es evaluar la relación entre la participación laboral femenina en el teletrabajo y su influencia en el e-commerce, considerando el marketing transformacional como un factor moderador. Adicionalmente, se examina el impacto de variables como las características sectoriales y la ubicación geográfica. La metodología empleada incluye el análisis de datos de la Encuesta Estructural Empresarial (ENESEM) de 2021, abarcando 1379 empresas ecuatorianas. Se utilizan modelos de regresión lineal para examinar las relaciones entre las variables mencionadas. Los resultados principales indican una correlación significativa entre el teletrabajo femenino y el incremento en la eficacia del e-commerce, con el marketing transformacional actuando como un moderador en esta relación. Además, se observan variaciones en el impacto según el sector y la ubicación geográfica. El estudio destaca la importancia de integrar políticas de teletrabajo inclusivas y estrategias de marketing transformacional en el contexto empresarial. Subraya la necesidad de enfoques personalizados en la gestión del e-commerce, adaptándose a las características específicas de cada sector y región. Estos hallazgos tienen implicaciones significativas para la formulación de políticas y estrategias empresariales en la era post-pandémica.
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