Abstract: The use of e-commerce to enhance consumer relationships is becoming increasingly important in the information society. The constant development of technologies allows existing platforms to benefit from their characteristics; however, these advancements also bring various legal issues that must be addressed to protect users' interests and rights. Blockchain technology is revolutionizing B2C electronic relations due to its transnational nature, decentralization, guarantee of trust, immutability, and one of its most distinctive functionalities: smart contracts. These agreements are characterized by their automation and self-execution, features that can conflict with existing consumer and user legislation. Additionally, the opportunities provided by Blockchain, such as allowing users to act anonymously, may contradict regulations concerning the determination of international judicial jurisdiction and the applicable law for B2C consumer legal relationships. This work aims to analyze the applicability of smart contracts in e-commerce, particularly for B2C companies, and to study the potential issues they pose for current regulations, in order to determine whether these regulations need to be adapted for these technologies

Resumen: El uso del comercio electrónico para celebrar relaciones de consumo cada vez toma más protagonismo en la sociedad de la información. El constante desarrollo de las tecnologías hace que las plataformas existentes puedan beneficiarse de sus características; sin embargo, también traen consigo diferentes cuestiones jurídicas que deben mitigarse a fin de proteger los intereses y derechos de los usuarios. La tecnología blockchain es una de las tecnologías que viene a revolucionar el ámbito de las relaciones electrónicas B2C gracias a su carácter transnacional, descentralización, garantía de confianza, inmutabilidad y a una de sus funcionalidades más características: los smart contracts. Este tipo de acuerdos se distinguen por su automatización y autoejecución, caracteres que a priori pueden poner en riesgo la legislación existente sobre consumidores y usuarios. Asimismo, las oportunidades que brinda blockchain de cara a que los usuarios puedan actuar de forma irreconocible puede poner en jaque la normativa encargada de determinar la competencia judicial internacional y la ley aplicable a las relaciones jurídicas de consumo B2C. Este trabajo analiza la aplicabilidad de los smart contracts en el ámbito del comercio electrónico, en especial en el de empresas con consumidores (B2C) y estudiar los posibles inconvenientes que generan sobre la normativa existente a fin de analizar si es necesario adaptar la legislación a estas tecnologías

Resumo: A utilização do comércio eletrônico para efetivar relações de consumo assume cada vez mais um papel central na sociedade da informação. O constante desenvolvimento das tecnologias faz com que as plataformas existentes possam beneficiar-se das suas características, no entanto, também trazem consigo diversas questões jurídicas que devem ser mitigadas de forma a proteger os interesses e direitos dos usuários. A tecnologia blockchain é uma das tecnologias que veio revolucionar o campo das relações eletrônicas B2C graças ao seu carácter transnacional, descentralização, garantia de confiança, imutabilidade e uma das suas funcionalidades mais características, os smart contracts. Estes tipos de acordos distinguem-se pela sua automatização e auto-execução, características que, a priori, podem colocar em risco a legislação existente sobre consumidores e usuários. Da mesma forma, as oportunidades que o Blockchain oferece para que os usuários possam agir de forma irreconhecível podem colocar em xeque os regulamentos encarregados de determinar a competência judicial internacional e a lei aplicável às relações jurídicas de consumo B2C. O objetivo deste trabalho é analisar a aplicabilidade dos smart contracts no campo do comércio eletrônico, especialmente o de empresas com consumidores (B2C) e estudar os possíveis inconvenientes que eles geram sobre a regulamentação existente, a fim de analisar se é necessário adaptar a legislação a estas tecnologias

Resumen: El comercio electrónico del sector de la moda ha aumentado en los últimos años en Latinoamérica, especialmente a raíz de la pandemia, sin embargo, todavía existen problemas en la aceptación de este canal de compra. La presente investigación se centra en algunos factores que podrían influir en la intención de compra y tiene como objetivos comprobar cómo en ella influyen la confianza, los riesgos percibidos, los costos y la conveniencia. Para esto, se suministró un cuestionario a 223 estudiantes de cuatro universidades del Ecuador. Para el análisis de los datos obtenidos se desarrolló un modelo PLS-SEM, en el cual la confianza en el vendedor actúa como variable mediadora en la relación entre los otros tres factores y la intención de compra. Los resultados muestran que dicho modelo tiene un aceptable poder predictivo y explicativo. Asimismo, se comprueba que los riesgos, la conveniencia y la confianza afectan significativamente a la intención de compra, pero no los costos. Además, la confianza mediaría la relación entre las tres variables y la intención de compra en línea. Se concluye que el modelo propuesto puede servir de base para estudios similares y, a su vez, se considera que los resultados obtenidos pueden ser utilizados por las empresas en el sector de la moda que quieren vender a través de plataformas de e-Commerce para el desarrollo de estrategias de marketing.

Abstract: E-commerce in the fashion sector has increased in recent years in Latin America, especially in the wake of the pandemic, however, there are still issues in the acceptance of this shopping channel. The present research focuses on some factors that could influence purchase intention and aims to test how it is influenced by trust, perceived risks, costs and convenience. For this purpose, a questionnaire was given to 223 students from four universities in Ecuador. A PLS-SEM model was developed for the analysis of the data, in which trust in the seller has a mediating role in the relationship between the other three factors and purchase intention. Results show that this model has acceptable predictive and explanatory power. Likewise, it validates that risks, convenience and trust significantly affect intention, but not costs. In addition, trust would mediate the relationship between the other variables and online shopping intention. It is concluded that the proposed model can serve as a basis for similar studies, and, at the same time, it is considered that the results obtained can be used by business in the fashion sector that pursue to sell through e-commerce platforms for marketing strategies development.

Abstract This article delves into the considerable influence of generation Y, or millennials, on purchase behaviour and brand interactions. Their focus on creating a better world, combined with their status as digital natives, has spurred changes in e-commerce and corporate practices. This generation prioritises environmental and social concerns, compelling companies to adopt honesty and transparency in their products, processes, and values. Millennials are inclined to support brands that demonstrate social responsibility, sustainability, and ethical practices. Consequently, brand values have become pivotal, shaping consumer perceptions and behaviours. These values reflect the beliefs and principles a brand embodies, significantly impacting consumer perceptions and behaviours toward it. The study aims to investigate how IKEA’s brand values influence the purchase decisions of Portuguese millennial consumers. A questionnaire survey was conducted, employing a quantitative methodology, yielding 402 responses from IKEA consumers. The primary findings reveal that IKEA Portugal’s values notably influence the purchase decisions of millennial consumers, particularly those related to value for money, sustainability, social responsibility, and community support.

Resumo O presente artigo aborda a influência significativa da geração Y ou dos millennials no comportamento de compra e nas interações com a marca. O foco desta geração num mundo melhor e o facto de serem nativos digitais impulsionou mudanças no e-commerce e na forma como as empresas operam. Esta trata-se de uma geração preocupada com o planeta e com o futuro, que conseguiu forçar honestidade e transparência das empresas acerca dos seus produtos, processos e valores. Os millennials estão mais propensos a apoiar marcas que priorizam a responsabilidade social, a sustentabilidade e as práticas éticas. Os valores da marca ganharam destaque, moldando as perceções e o comportamento do consumidor. Esses valores representam as crenças e os princípios que a marca defende e têm um impacto significativo nas perceções dos consumidores sobre esta e o comportamento em relação a ela. O objetivo deste estudo é explorar como os valores da marca IKEA afetam as decisões de compra dos consumidores millennials portugueses. Foi utilizada uma metodologia quantitativa, com a aplicação de um inquérito por questionário, através do qual se obteve 402 respostas junto dos consumidores da marca IKEA. As principais conclusões indicam que os valores da IKEA Portugal impactam significativamente as decisões de compra dos consumidores millennials, especialmente as relacionadas com a relação qualidade-preço, sustentabilidade, responsabilidade social e apoio às comunidades.

Resumen El objetivo es investigar la experiencia del usuario y la seguridad en línea como influencias de satisfacción y la confianza del cliente de e-commerce. El método de investigación incluyó un modelo de ecuaciones estructurales que relaciona la seguridad percibida, la experiencia del usuario, la confianza y la satisfacción del cliente en línea. Los resultados demostraron que la experiencia y la percepción de seguridad son factores importantes que influyen en la confianza y, en consecuencia, en la satisfacción. El hallazgo relevante fue identificar a la confianza como factor principal para predecir la satisfacción del cliente. El valor del estudio es brindar a empresas la oportunidad de implementar estrategias basadas en la confianza y la satisfacción del cliente en línea, poco estudiadas previamente en México. La limitación principal fue el uso de una muestra específica de consumidores en línea en México, por ello, los resultados pueden no ser generalizables a otras poblaciones.

Abstract This study aims to investigate the influence of user experience and online security on customer satisfaction and trust in e-commerce. The research method included a structural equation modeling that relates perceived security, user experience, trust, and customer satisfaction online. The findings showed that user experience and perceived security are significant factors that influence trust, and consequently, customer satisfaction. The relevant finding was to identify trust as the main factor in predicting customer satisfaction. The study's value is to provide companies with the opportunity to implement strategies based on trust and customer satisfaction online, which have been poorly studied in Mexico previously. The main limitation was the use of a specific sample of online consumers in Mexico; thus, the results may not be generalizable to other populations.

ABSTRACT At present, it is observed that individuals significantly increase the value of their assets, in many cases, such increases have no justification, so they omit the payment of their taxes, generating a low tax collection in the country. The objective of this research work was to analyze the criteria that allow the detection of the unjustified increase in wealth of Peruvian individuals. The methodology applied was qualitative, phenomenological design, with a non-probabilistic sampling based on the professional experiences of three experts in tax matters. The result was that the tax administration applies certain criteria, classified under the following headings: financial system, social, informality, auditing and digitalization. The most important criteria during the COVID 19 pandemic were e-commerce and social networks, used to generate income and evade taxes. It is concluded that natural persons incur in unjustified asset growth, due to lack of knowledge, because they do not wish to formalize or because they do not have a technical accounting team to guide them in the aforementioned criteria. It is suggested that the tax administration should supervise the new criteria related to digitalization in order to reduce unjustified capital gains in Peru.

RESUMEN En la actualidad, se observa que las personas naturales incrementan significativamente el valor de su patrimonio, en muchos casos, dichos incrementos no tienen justificación alguna, por lo que omiten el pago de sus tributos, generando en el país una baja recaudación. El presente trabajo investigación tuvo como objetivo analizar los criterios que permiten la detección del incremento patrimonial no justificado en las personas naturales del Perú. La metodología aplicada fue de tipo cualitativo, diseño fenomenológico, tiene un muestreo no probabilístico basándose en las experiencias profesionales de tres expertos en materia tributaria. Obteniendo como resultado que la administración tributaria aplica ciertos criterios, clasificados en los siguientes rubros: sistema financiero, social, informalidad, fiscalización y digitalización. Siendo los criterios más resaltantes durante la pandemia COVID 19 el comercio electrónico y redes sociales, utilizados para generar ingresos y evadir impuestos. Se concluye que las personas naturales incurren en incremento patrimonial injustificado, por desconocimiento, porque no desean formalizarse o porque no cuentan con un equipo técnico contable que les oriente en los criterios antes mencionados. Se sugiere que la administración tributaria, deba fiscalizar a los nuevos criterios relacionados con la digitalización, para reducir el incremento patrimonial no justificado en el Perú.

Abstract: 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.

Resumen: Los avances tecnológicos, han generado cambios drásticos para muchos tipos de organizaciones, en especial para las Micros y pequeñas empresas (MiyPES). El objetivo que se plasma en esta investigación es analizar las herramientas que utilizan los empresarios en pequeña escala principalmente en el uso y consumo de las compras por internet (e-commerce) de productos y servicios en México. Se utilizó el método descriptivo-correlacional, con un instrumento de investigación de 36 ítems con escalas tipo Likert, para ello se contó con una muestra finita de 550 elementos. De acuerdo a los hallazgos encontrados se utilizó el modelo de regresión lineal como estadístico para correlacionar los datos. Se concluye que, el uso de la tecnología por los empresarios generó una correlación de .550, el consumo de programas tecnológicos fue de .157 y la habilidad en el uso del internet fue de .488, estas fueron las variables seleccionadas y prioritarias, que mostraron una correlación directa moderada con las compras por internet, con más del (62%) de confiabilidad de los datos, que fueron representativos de acuerdo al modelo que definen el perfil de compra para los usuarios como estrategia comercial.

RESUMEN El objetivo del presente artículo es analizar cuáles son los factores que inciden en la adopción del comercio electrónico por parte de las pymes en Guayaquil. La importancia e impacto que tiene el E-Commerce en las organizaciones es de gran magnitud en diferentes aspectos, es por ello que se han estudiado varios modelos de adopción de E-Commerce. Algunos de estos modelos estudiados son los de Kabanda & Brown modelo integrado de adopción de E-Commerce donde se mencionan tres factores relevantes como el organizacional, de innovación y ambiental, por otra parte, también se tiene el modelo de adopción de E-Commerce para pymes de Wang & Hou, donde definen el contexto tecnológico, organizacional y ambiental como factores determinantes en la adopción del E-Commerce. El factor organizacional hace referencia a las características propias de la organización y de los propietarios en el momento de adoptar las tecnologías de E-Commerce, mientras que el factor de innovación analiza los aspectos del por qué un usuario acepta o rechaza las nuevas innovaciones por medio del modelo de aceptación de tecnología. Para el desarrollo de este trabajo se emplea metodología de tipo descriptivo y método cuantitativo; se realiza una encuesta, a la muestra de 67 pymes comerciales de Guayaquil. En conclusión, se identifican los factores que influyen en la adopción del comercio electrónico por parte de las pequeñas y medianas empresas (pymes) en Guayaquil, revelando aspectos tecnológicos, organizativos, de innovación y transaccionales. Estos factores ejercen tanto impactos positivos como negativos durante el proceso de adopción del comercio electrónico.

ABSTRACT 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.

ABSTRACT The COVID-19 pandemic has accelerated the growth of e-commerce as a viable option for purchasing products and services online. This research study examines how the adoption of online technologies has impacted small craft producers in the cross-border region between Peru and Chile, particularly in the city of Tacna. We created web pages with online stores for 30 small craft producers and installed them on their smartphones. Additionally, they received training and were given autonomous management of the application. After two months, the web pages received 53,790 visits from the United States, Brazil, and Canada, highlighting the positive impact of technology adoption by small entrepreneurs. They were able to increase their sales and connect with customers worldwide, providing them with opportunities to enter export markets.

RESUMEN La pandemia del covid-19 ha impulsado el comercio electrónico como una opción para adquirir productos y servicios en línea. Esta investigación se enfoca en estudiar el impacto que la adopción de tecnologías de la Internet ha tenido en los pequeños productores de artesanías de la zona transfronteriza entre Perú y Chile, específicamente, en la ciudad de Tacna. Se crearon páginas web con tiendas en línea para 30 pequeños productores, las cuales fueron instaladas en sus teléfonos celulares (smartphones); además, se les capacitó en el manejo autónomo de la aplicación. Al cabo de dos meses, las páginas web registraron 53 790 visitas procedentes de Estados Unidos, Brasil y Canadá. Estos resultados destacan el impacto positivo de la adopción de tecnologías por parte de los pequeños emprendedores, quienes lograron incrementar sus ventas y establecer contacto con clientes en todo el mundo, lo que les brindó la oportunidad de ingresar a mercados de exportación.

PURPOSE OF THE STUDY: Due to the increase in Internet usage, the e-commerce industry has been booming as more consumers shop online. The purpose of this study is to determine the factors that influence consumers' decision to shop online for airline tickets. DESIGN/METHODOLOGY/APPROACH: A survey method was used to collect data from 200 airline ticket shoppers. The data were analysed via the Exploratory Factor Analysis and Multi-Regression Analysis. FINDINGS: This study found that contrary to earlier studies in online shopping, the ease-of-use of websites and price are not primary drivers of consumers shopping online. The usefulness and convenience of shopping online are, however the key drivers of airline tickets shopping online. Another key finding is that privacy and security no longer deter consumers to shop for airline tickets online RECOMMENDATIONS/VALUE: This study adds both theoretical and practical contributions for e-commerce practitioners and airline companies as it revealed that it is important to add more useful features to their e-commerce websites and applications to increase airline ticket sales online. MANAGERIAL IMPLICATIONS: To provide superior customer service, airline companies need to provide customers with useful features on their websites in a convenient way. Therefore, frequent monitoring of the consumers' expectations of the convenience of online websites and applications is compulsory for continuous success in the airline industry. JEL CLASSIFICATION: L81, L93

The evolution of technology has changed business practices all over the world. Owing to technological and e-commerce developments, businesses can now transact with each other instantaneously across borders. The digitalisation of commerce and other traditional working methods has created a new "digital age" in human history. Digitalisation has taken over many economic activities and industries and is slowly finding its way into the legal system. Several businesses are now concluding commercial transactions and contracts electronically. Electronic signatures have consequently become essential tools for concluding legal agreements and conducting other daily business and legal practices. These new innovations have brought into question the legal validly of these transactions, and in particular the legitimacy and security of electronically signed documents.

ABSTRACT The COVID-19 pandemic imposed many market changes, driven partially by new consumer needs. In the electronic commerce field, changes occurred in parallel to an upsurge in demand, directly impacting logistics service quality. Within that context, this paper seeks a way of assessing the quality of e-commerce logistics, based on end-customer perceptions at the close of the purchasing cycle. The objective is thus to develop a mathematical model based on the artificial intelligence precepts that can interpret qualitative expressions captured through a questionnaire. Such values form partial indexes and the E-Commerce Logistics Quality Index (IQLE). After processing 180 records, it was noted that three of the seven analyzed attributes scored below 5.0, denoting some concern, but also opening up opportunities for improvement and the development of marketing solutions. COVID19 COVID 19 COVID-1 needs field demand context ecommerce e endcustomer end customer cycle questionnaire ECommerce E Commerce IQLE. IQLE . (IQLE) 18 records 50 5 0 5.0 concern solutions COVID1 1 COVID- (IQLE 5.

RESUMO É fato que com a pandemia da COVID-19 ocorreram muitas mudanças de mercado, em parte, impulsionadas pelas novas necessidades dos consumidores. No âmbito do comércio eletrônico, as mudanças aconteceram em paralelo com o aumento rápido de demanda, impactando diretamente na qualidade do serviço logístico prestado. É nesse contexto que este artigo busca desenvolver uma forma de avaliar a qualidade da logística do e-commerce, baseando-se na percepção do cliente final ao final do ciclo do pedido. Para tanto, objetiva-se desenvolver um modelo matemático, baseando-se nos preceitos da inteligência artificial, que possa interpretar expressões qualitativas, capturadas por intermédio de questionário, transformando-as em valores quantitativos, passíveis de análise no mundo real. Tais valores formam índices parciais e o IQLE (Índice da Qualidade da Logística do E-commerce). Após o processamento de 180 registros, observou-se que dos sete atributos analisados, três deles redundaram em nota abaixo de 5,0, denotando certa preocupação, mas oportunidade de melhora e desenvolvimento de soluções mercadológicas. COVID19 COVID 19 COVID-1 mercado parte consumidores eletrônico demanda prestado ecommerce, ecommerce commerce, commerce e-commerce baseandose baseando se pedido tanto objetivase objetiva matemático artificial qualitativas questionário transformandoas transformando quantitativos real Índice Ecommerce. Ecommerce E . E-commerce) 18 registros observouse observou analisados 50 5 0 5,0 preocupação mercadológicas COVID1 1 COVID- E-commerce 5,

ABSTRACT Objective: the number of women-owned SMEs in the Maldives has increased as a result of the recent popularity of e-commerce and the Covid-19 pandemic. Thus, the purpose of this study was to describe the entrepreneurial experiences of female entrepreneurs in the Maldives in order to gain an understanding of the various stages of entrepreneurial process. Theoretical approach: the conceptual framework of this research was based theoretically on values derived from entrepreneurial theories and the components and features derived from the existing entrepreneurial process models. Method: this study employed a qualitative methodology, with semi-structured interviews conducted with five established female entrepreneurs. Purposive sampling technique was used to select participants. The data collected were analyzed using thematic analysis method. Results: the study’s findings revealed that the conception of the entrepreneurial idea, the first stage of the entrepreneurial process, was primarily inspired by the entrepreneur’s passion and hobby. In the second stage, it was discovered that no proper business planning had been completed, and the business was initially self-financed. In the third stage, it was discovered that the majority of entrepreneurs launched their businesses through social media and managed day-to-day operations as a small team. When it came to fourth stage, most of female entrepreneurs preferred both image and financial growth, with the majority of them relying on government funds for further business growth. Conclusion: this research will assist policymakers to gain insight into female entrepreneurs’ entrepreneurial experiences and, as a result, in developing effective policies and programs to help them expand their business. Objective womenowned women owned ecommerce e commerce Covid19 Covid 19 Covid-1 pandemic Thus approach models Method methodology semistructured semi structured participants method Results studys s idea entrepreneur hobby completed selffinanced. selffinanced self financed. financed self-financed daytoday day team growth Conclusion Covid1 1 Covid-

RESUMO Objetivo: O número de pequenas e micro empresas de propriedade de mulheres nas Maldivas aumentou como resultado da recente popularidade do comércio eletrônico e em virtude da pandemia de Covid-19. Nesse contexto, o presente estudo busca descrever as experiências de mulheres empreendedoras no país, de forma a compreender os vários estágios do processo de empreender. Marco teórico: a estrutura conceitual do estudo se baseia em valores derivados de teorias do empreendedorismo e nos componentes e características oriundos dos modelos de processo empreendedor existentes. Método: A pesquisa adota uma metodologia qualitativa, com entrevistas semiestruturadas conduzidas com cinco mulheres empreendedoras. A técnica de amostragem proposital foi usada para selecionar as participantes e a análise de dados foi realizada pelo método de análise temática. Resultados: o estudo revelou que a concepção da ideia empreendedora, ou seja, o primeiro estágio do processo empreendedor, foi inspirada principalmente pela paixão e hobby da empreendedora. No segundo estágio, descobriu-se que nenhum planejamento de negócios adequado havia sido conduzido e a empresa foi inicialmente autofinanciada. O terceiro estágio mostrou que a maioria das empreendedoras lançou seus negócios por meio de mídias sociais e administrou as operações do dia a dia com uma pequena equipe. No quarto estágio, a maioria das empreendedoras preferiu tanto o crescimento da imagem quanto o financeiro, com a maioria delas contando com fundos do governo para o desenvolvimento do negócio. Conclusão: Esta pesquisa busca ajudar formuladores de políticas a compreender as experiências das empreendedoras e, como resultado, a desenvolver políticas e programas eficazes para ajudá-las a expandir seus negócios Objetivo Covid19. Covid19 Covid 19. 19 Covid-19 contexto país empreender teórico existentes Método qualitativa temática Resultados empreendedora seja descobriuse descobriu autofinanciada equipe financeiro negócio Conclusão ajudálas ajudá las Covid1 1 Covid-1 Covid-

ABSTRACT This study aims to describe the electronic commerce of indigenous alternative tourist destinations through the analysis of their websites in Chiapas, Mexico. A quantitative, transversal, exploratory and descriptive approach was adopted. The sample population was made up of 13 websites of tourist destinations in Chiapas, selected under the inclusion criteria that required that they be sites with the Indigenous Paradise distinction and located in the state of Chiapas. The instrument consisted of a check list composed of 4 categories of analysis (Main social networks associated with their website, Main communication mechanisms used to make a sale, Online price strategy information and Online payment options). The analysis was carried out during the months of October to December 2022. The most relevant results were: 13.68% of the Indigenous Paradises in Mexico are located in Chiapas and of these 38.48% are located in the municipality of Ocosingo, 30% lack a website; 100% with a presence on Facebook and 50% provide the option to make online reservations. It is concluded that there is a need for Indigenous Paradises to diversify their technological tools for promotion and reservation.

RESUMEN Este estudio tiene como objetivo describir el comercio electrónico de destinos turísticos alternativos indígenas a través del análisis de sus sitios web en Chiapas, México. Se adoptó un enfoque cuantitativo, transversal, exploratorio y descriptivo. La población como muestra estuvo conformada por 13 sitios web de destinos turísticos en Chiapas, seleccionados bajo los criterios de inclusión que requerían que fueran sitios con distintivo de Paraíso Indígena y ubicados en el estado de Chiapas. El instrumento consistió en un check list compuesto por 4 categorías de análisis (Principales redes sociales asociadas a su página web, Principales mecanismos de comunicación empleados para concretar una venta, Información de estrategia de precio en línea y Opciones de pago en línea). El análisis se llevó a cabo durante los meses de octubre a diciembre de 2022. Los resultados más relevantes fueron: 13,68% de los Paraísos Indígenas en México se localizan en Chiapas y de estos 38,48% se encuentran en el municipio de Ocosingo, 30% carecen de un sitio web; 100% con presencia en Facebook y 50% brindan la opción de realizar reservas en línea. Se concluye que existe una necesidad de que los Paraísos Indígenas diversifiquen sus herramientas tecnológicas para promoción y reservación.

Abstract Although the Internet and e-commerce have contributed positively to the tourism sector, there is not much empirical research on the transformation of distribution channels or that considers the use of the Internet in travel planning as an antecedent of tourist satisfaction and loyalty. This paper aims to test the influence of online distribution channels in trip planning by tourists on their general satisfaction level and their loyalty towards the destination and to differentiate the profile of digital and traditional tourists. Quantitative research techniques are used to analyse the dataset of 1,387 surveys of tourists visiting the province of Burgos, Spain. Among those surveyed, 65% search for information online and 54% book or pay for services online. According to ordinal regression analysis, the use of online channels does not significantly influence the level of satisfaction, but according to binary logistic regression, it does significantly influence loyalty. The findings provide valuable information for developing marketing strategies in tourism organisations and support decision-makers in creating competitive tourism destinations that are resilient to the demographic challenge of depopulation.

Resumen A pesar de que Internet y el comercio electrónico han contribuido positivamente al sector turístico, no existen muchas investigaciones empíricas sobre la transformación de los canales de distribución ni que consideren el uso de Internet en la planificación del viaje como un antecedente de la satisfacción y lealtad del turista. Este trabajo pretende comprobar la influencia de los canales de distribución online en la planificación del viaje de los turistas sobre su nivel de satisfacción global y su lealtad al destino y diferenciar el perfil de los turistas digitales y tradicionales. Se utilizan técnicas de investigación cuantitativa para analizar el conjunto de datos formado por 1.387 encuestas de turistas que visitan la provincia de Burgos, España. Entre los encuestados, el 65% busca información online y el 54% reserva o paga servicios online. Según el análisis de regresión ordinal, el uso de los canales en línea no influye significativamente en el nivel de satisfacción, pero según la regresión logística binaria, influye significativamente en la lealtad. Los resultados proporcionan información valiosa para el desarrollo de estrategias de marketing en las organizaciones turísticas y apoyan a los responsables de la toma de decisiones en la creación de destinos turísticos competitivos resilientes ante el reto demográfico de la despoblación.

ABSTRACT In the world (and especially in Peru), e-commerce is currently in constant growth and adoption by entrepreneurs, due to the abrupt change that companies have had to face as a result of the global pandemic caused by Covid-19 in order to properly manage their sales. The main purpose of this research was to determine the impact of e-commerce on sales management in Gamarra Commercial Emporium (Lima-Peru) during 2021. Each of the study variables was subdivided into three dimensions for better understanding; for example, the e-commerce variable was subdivided into sales channel, digital advertising and information systems; while, on the other hand, the sales management variable was broken down into customer service, customer satisfaction and distribution. Methodologically, the research was developed under the quantitative approach, explanatory scope and used the non-experimental correlational-causal cross-sectional design; the participants were 100 micro-entrepreneurs from the commercial area under study, specifically linked to formal companies that make use of e-commerce, who were administered a questionnaire of 18 items with valuation alternatives in the form of the Likert scale. After the processing and analysis of the information, the existence of a significant impact between e-commerce and sales management was found (p < .05), because after using linear regression a test coefficient of 0.752 was obtained.

RESUMEN En el mundo (y sobre todo en el Perú), actualmente el comercio electrónico se encuentra en constante crecimiento y adopción por parte de los empresarios, debido al cambio abrupto que las empresas han tenido que enfrentar a raíz de la pandemia mundial ocasionada por la Covid-19 para poder gestionar adecuadamente sus ventas. El propósito principal de esta investigación fue determinar el impacto del comercio electrónico en la gestión de ventas en el Emporio Comercial de Gamarra (Lima-Perú) durante el 2021. Cada una de las variables del estudio fue subdividida en tres dimensiones para una mejor comprensión; por ejemplo, la variable comercio electrónico se subdividió en canal de ventas, publicidad digital y sistemas de información; mientras que, por otra parte, la variable gestión de ventas fue desglosada en atención al cliente, satisfacción del cliente y distribución. Metodológicamente, la investigación se desarrolló bajo el enfoque cuantitativo, alcance explicativo y utilizó el diseño no experimental transeccional correlacional-causal; los participantes fueron 100 microempresarios de la zona comercial objeto de estudio, específicamente vinculados a empresas formales que hacen uso del comercio electrónico, a los cuales se les administró un cuestionario de 18 ítems con alternativas de valoración bajo la forma de la escala de Likert. Luego del procesamiento y análisis de la información, se constató la existencia de un impacto significativo entre el comercio electrónico y la gestión de ventas (p < .05), debido a que luego de usar la regresión lineal se obtuvo un coeficiente de prueba de 0.752.