FACTORS THAT AFFECT THE ADOPTION OF E-COMMERCE BY SMES IN THE COMMERCIAL SECTOR IN GUAYAQUIL

The objective of this project is to analyze the factors influencing the adoption of electronic commerce by small and medium-sized enterprises (SMEs) in Guayaquil. The importance and impact of E -Commerce on organizations are significant in various aspects, leading to the study of several E -Commerce adoption models. Some of these models, such as Kabanda & Brown's integrated E -Commerce adoption model, highlight three relevant factors: organizational, innovation, and environmental. Additionally, Wang & Hou's E -Commerce adoption model for SMEs defines technological, organizational, and environmental contexts as determining factors in E -Commerce adoption. The organizational factor refers to the characteristics of the organization and owners when adopting E -Commerce technologies, while the innovation factor analyzes aspects of why a user accepts or rejects new innovations through the technology acceptance model. This work employs a descriptive methodology and quantitative method, conducting a survey with a sample of 67 commercial SMEs in Guayaquil. In conclusion, factors influencing the adoption of electronic commerce by SMEs in Guayaquil are identified, revealing technological, organizational, innovation, and transactional aspects. These factors exert both positive and negative impacts during the E-Commerce adoption process.