“Confianza en medios de pago electrónicos como factor determinante del e-commerce. Una mirada post pandemia Azogues y Biblián, Ecuador”

Abstract

E-commerce represents a potential tool for both consumers and sellers when making commercial agreements. Despite this, before the arrival of the COVID-19 pandemic, it was not widely used, so as a result of this event, the inclination for digital media increased. The purpose of this article is to analyze trust in electronic means of payment as a determining factor in e-commerce. A post-pandemic look at Azogues and Biblián, Ecuador. The research responds to a quantitative methodological approach with an exploratory and descriptive scope, of a probabilistic type, with a transversal axis and of a non-experimental nature. The collection of information was obtained through the measurement instrument, survey, applied to 380 inhabitants of the cantons of Azogues and Biblián. The main results obtained were that 59% of the inhabitants do make purchases online, of which 60% do so with a frequency of every two or three months, where the most used means of payment are transfers or deposits, in addition , it follows that 47% of people intend to increase online purchases. It is concluded that in the Ecuadorian context there is confidence in electronic payment methods with a view to increasing their purchase frequency after two years, which denotes an opportunity for local businesses to implement new technological sales strategies in order to reach more competitive levels in the market and thus strengthen its profitability by reactivating its economy.