“Comercio electrónico y su incidencia en el área de ventas de las empresas comerciales de Cuenca”

Abstract

The research focused on the incidence of e-commerce on sales in commercial enterprises in Cuenca. A quantitative methodology with a descriptive, explanatory, non-experimental, and documentary approach was used, employing an inferential design. The sample comprised 68 companies selected through simple random sampling, and data collection was conducted through documentary analysis on each selected entity's official and private websites. The results obtained through multiple linear regression analysis indicate that the dimensions of e-commerce that impact sales in commercial enterprises are the website and social media. This empirical evidence concludes that they influence significantly; however, including purchase options does not reflect an impact in the simulated model.