Resumen

RAMIREZ-LEMUS, Lidia; RODRIGUEZ-RODRIGUEZ, Carlos Alberto  y  BARRON-ADAME, José Miguel. Marketing Data on the Use and Consumption of Internet Purchases (E-Commerce) by Small-Scale Entrepreneurs In Mexico. Comp. y Sist. [online]. 2024, vol.28, n.1, pp.99-108.  Epub 10-Jun-2024. ISSN 2007-9737.  https://doi.org/10.13053/cys-28-1-4476.

Technological advances have generated drastic changes for many types of organizations, especially for Micro and small businesses (MiyPes). The objective of this research is to analyze the tools used by small-scale entrepreneurs mainly in the use and consumption of internet purchases (e-commerce) of products and services in Mexico. The descriptive-correlational method was used, with a 36-item research instrument with Likert-type scales, for which a finite sample of 550 elements was used. According to the findings, the linear regression model was used as a statistic to correlate the data. It is concluded that the use of showed a moderate direct correlation with online purchases, with more than (62%) reliability of the data, which were representative according to the model that defines the purchase profile for users as a commercial.

Palabras llave : Use and consumption; technologies; e-commerce; purchases and entrepreneurs.

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