![](data:image/png;base64,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72
Licencia de Creative Common Atribución-NoComercial-SinDe-
rivadasAtribución 4.0 Internacional (CC BY-NC-ND 4.0)https://
creativecommons.org/licenses/by-nc-nd/4.0
REVISTA RELAYN, 2023, 7(3), Septiembre-Diciembre, ISSN: 2594-1674
forma.
Otro de los hallazgos es que existe una correlación moderada
con dirección negativa o inversa entre la edad de los empresarios de las
pymes y la importancia del comercio electrónico, lo que signica que a
medida que disminuye la edad de los empresarios, la importancia del co-
mercio electrónico aumenta. De igual forma, existe una correlación mo-
derada negativa entre la edad de los empresarios de las pymes y la pro-
babilidad de adopción del comercio electrónico; es decir, a medida que
disminuye la edad de los empresarios, es más probable que hagan uso del
comercio electrónico en sus negocios. Según Morales (2021), las personas
más jóvenes tienden a utilizar el comercio electrónico más que las perso-
nas mayores. Lo anterior se debe a que los empresarios nacidos entre 1982
y 2000 son contemporáneos de la revolución digital, formando parte de la
generación de los millennials, para quienes el uso de internet y los móviles
son elementos clave en sus actividades cotidianas (Castillejos et al., 2016),
lo cual es un punto a su favor en el mundo de los negocios, debido a que a
las personas más jóvenes se les facilita adaptarse a las nuevas tecnologías
(Ferri-Reed, 2014). Por tanto, los directivos más jóvenes de las pymes son
quienes más apuestan por las ventas mediante canales online, por lo que
están dispuestos a la digitalización de sus negocios.
Conclusiones
En conclusión, este estudio deja en evidencia que las pymes han ingresado
al mundo digital, ya que algunas empresas cuentan con su propio sitio
web, con lo cual tienen presencia en internet; sin embargo, eso no signi-
ca que comercialicen sus productos o servicios mediante este canal. Los
propietarios de las pymes reconocen la importancia que tiene el comercio
electrónico; no obstante, por ahora no es una actividad estratégica para la
empresa. Las principales razones de adopción del comercio electrónico
serían incrementar las ventas, expandir su mercado y llegar a más clientes.
En cuanto a las razones por las que no usarían el comercio electrónico
están los altos costos de tecnología y debido a la inseguridad en la web.
La mayoría de los propietarios de las pymes manifestó que es poco proba-
ble que utilicen una plataforma de marketplace, pues preeren continuar
comercializando sus productos de manera directa o tradicional en tien-
das físicas. A pesar de ello, algunos empresarios de las pymes sí estarían
dispuestos a pagar una comisión para poder vender sus productos en una
plataforma de marketplace, donde preeren utilizar Mercado Libre.
Por otro lado, los resultados dejan en evidencia que a medida
que disminuye la edad de los empresarios, aumenta la importancia del
comercio electrónico. De igual manera, a medida que disminuye la edad
de los directivos, aumenta la probabilidad de adopción del comercio elec-
trónico en sus negocios. Por ello, entre más jóvenes sean los directivos de
las pymes, mayor importancia le dan al comercio electrónico y, por tanto,
mayor probabilidad de adopción. En efecto, los directivos que le dan más
importancia al comercio electrónico es más probable que adopten este