=Paper=
{{Paper
|id=Vol-3858/paper0
|storemode=property
|title=E-Commerce in Social Networks for Gastronomic Businesses
|pdfUrl=https://ceur-ws.org/Vol-3858/paper0.pdf
|volume=Vol-3858
|authors=Aldo Medina-Gamero,Nancy Guillen-Rojas,Andrea Santa Maria,Monica Regalado-Chamorro,Rodolfo Tolentino-Escarcena
|dblpUrl=https://dblp.org/rec/conf/ithgc/GameroRMRT23
}}
==E-Commerce in Social Networks for Gastronomic Businesses==
https://ceur-ws.org/Vol-3858/paper0.pdf
E-Commerce in Social Networks for Gastronomic
Businesses
Aldo Medina Gamero1, Nancy Guillen Rojas1, Andrea Santa María1, Mónica Regalado
Chamorro1, and Rodolfo Tolentino Escarcena2
1 Tourism Management Department-San Ignacio de Loyola University, Lima, Peru
2 School of Education-Sedes Sapientiae Catholic University, Lima, Peru
Abstract
Since the beginning of 2020, most people in the world have been affected by the health crisis caused by
COVID-19. In this context, e-commerce on social networks has been the only alternative that
entrepreneurs had to sell their products during this period; since it could only be sold through delivery.
This new sales method was favorably accepted by the market and received attention from potential
customers and investors. The main objective of the research was to analyze the growth of e-commerce
in social networks for entrepreneurs in lasagna sales. This research is a scope review, qualitative
approach and hermeneutic phenomenological design. The information was obtained through interviews
with entrepreneurs, who highlighted their evolution during the pandemic. Based on the information
obtained, the interview data were recorded and subsequently transcribed, coded, triangulated, analyzed
and compared with other secondary information. The present study concluded that, in an environment
of health and economic crisis, it is viable to reinvent oneself and start a successful trade without much
capital, making good use of the opportunities that the crisis itself provides and relying on technology.
Today, e-commerce has become a daily habit for people who want to buy/sell and reach more places,
revolutionizing classic concepts of gastronomic service and contributing to the process of economic
recovery.
Keywords
E-commerce, entrepreneurs, social networks, economic crisis.1
1. Introduction
Globally, 2020 has been very difficult for most industries, due to the impact of COVID-19;
however, for e-commerce it was one of its best years. Many organizations have been forced to
precipitate their commercial strategies towards this type of services in addition to innovative
marketing and advertising strategies on social networks.
According to UNCTAD (United Nations Conference on Trade and Development), e-business
worldwide reached 26.7 billion dollars. In addition, due to the effects of the coronavirus, online
sales were on the rise. This figure includes B2B and B2C sales, which is equivalent to 30% of world
GDP in 2019. This has caused the increase in e-commerce in the retail market, which went from
16% to 19% in 2020, according to UNCTAD estimates. One of the countries that registered the
highest percentage of sales in 2020 was the Republic of Korea with 25.9%, unlike 2019, which
reported 20.8% (UNCTAD, 2021).
Regarding the uneven impact, according to the UNCTAD report, uneven data has been
recorded from 13 major B2C e-commerce companies, 11 are distributed between China and the
United States. All companies registered strong reductions in their gross merchandise value, which
generated changes in the classifications of the sector (see: annex 1). For example, Expedia went
ITHGC 2023: IV International Tourism, Hospitality & Gastronomy Congress, October 25–27, 2023, Lima, Peru
aldo.medinag@usil.pe (A.1); nguillen@usil.edu.pe (A.2); luz.santamaria@usil.pe (A.3); monica.regalado@usil.pe
(A.4); rtolentino@ucss.edu.pe (A.5)
0000-0003-3352-8779 (A.1); 0000-0003-4080-0603 (A.2); 0000-0002-6765-2439 (A.3); 0000-0001-5298-103X
(A.4); 0000-0003-2480-5869 (A.5)
© 2023 Copyright for this paper by its authors.
Use permitted under Creative Commons License Attribution 4.0 International (CC BY 4.0).
CEUR Workshop Proceedings (CEUR-WS.org)
CEUR
ht
tp:
//
ceur
-ws
.or
g
Works
hop I
SSN1613-
0073
Pr
oceedi
ngs
CEUR
ceur-ws.org
Workshop ISSN 1613-0073
Proceedings
from being in fifth place in 2019 to eleventh in 2020; Booking Holdings fell from sixth to twelfth
and Airbnb from eleventh to thirteenth.
Despite the drop in Value Based Management (VBM) of some companies, B2C e-commerce
increased by 20.5% in 2020 compared to 2019, which was 17.9%. Regarding the We Are Social
report, the pandemic disease triggered the use of social networks by 27% in 2020, more than the
previous year. The immobility limitations increase the number of internet users, a favorable
situation for its development. 60% of the world's inhabitants (4,660 million individuals) use the
Internet, which reports an increase of 7.3% compared to the previous year. This equates to a year-
on-year increase of over 13% (490 million new users).
At the national level, according to the official report of the Electronic Commerce industry in
Peru - 2020, prepared by the CAPECE electronic commerce observatory (Peruvian Chamber of
Electronic Commerce), Peru represents 5.3% of the e-commerce volume in the region (11.8
million online shoppers in the country) and, in terms of online purchases, 60% are made through
mobile devices. The number of companies that entered the world of electronic commerce
quadrupled: 67% have made their purchases with credit cards (CAPECE, 2020). Experts estimate
that 6 out of 10 people have made their purchases online during the mandatory confinement. It
is estimated that 40% of these consumers will not be afraid to buy online in the future. That is,
once COVID 19 is overcome (Nissen and Krampe, 2021).
The growth in the use of e-commerce in the gastronomy sector in Peru - 2020 is one of the
categories that has been most impacted by the COVID19 pandemic; for example, restaurants and
bakeries that registered a growth of 10,190% and 2,683% respectively. It is also worth
mentioning that before the pandemic there was no e-commerce in the winery business; after the
pandemic its growth reached 70% (Medina and Regalado, 2021).
With the arrival of the COVID-19 virus, the traditional sales methods of companies have
completely changed, going from the classic physical sale to selling through social networks to
reach large audiences, there was a migration to the digital world. The MYPES in Peru, particularly
in Metropolitan Lima, were not prepared for this abrupt change they had; so they must adapt
electronic commerce to their future operations (Lopez et al., 2021).
Online shoppers are from the generation corresponding to millennials, most of them live in
Lima and belong to the AB socioeconomic class. They are used to checking and comparing prices
before making a purchase, and are less brand loyal; since, thanks to the tools that the internet
provides, it is easier for them to make better purchasing decisions, making a balance between
price and quality (Purani et al., 2019).
Therefore, the objective of this research was to analyze the growth of e-commerce in social
networks for entrepreneurs in lasagna sales.
2. Literature Review
Diaz (2015) details that the most used social networks to make sales are through Facebook;
second, Twitter and finally Google Plus. Thanks to social networks, these companies have been
able to increase their "customer portfolio" and state that this medium "is necessary for the new
lifestyle of their customers." In conclusion, they consider that it is important to know how
electronic commerce develops in MYPES, what elements prevent its development and what
solutions they find in a given scenario. Contreras et al. (2015), argues that social networks are
important for the work carried out by these women. There are two aspects that stand out the
most: being able to establish an economic advertising channel that makes it easier to become
known and that time can be saved by contacting the public.
Bo et al. (2023) point out that the information related to the management of the platform is
important for the execution of transactions. In-depth interviews were carried out with all the
representatives of the organizations to corroborate the information obtained. It was concluded
that the management practice that has the greatest influence is the relationship with customers,
thanks to the knowledge that the founder of the platform has in matters related to marketing and
the bond that other people who work in the e-commerce have retail studied. Lamb (2019),
considers that, according to e-commerce statistics, it continues to evolve every year: in 2017 it
grew 28% with sales of $2.382 billion, in 2018 it grew 22.9% with sales of $2.928 billion. Globally,
the countries that lead the e-commerce ranking are China, the United States, the United Kingdom,
Japan, Germany, and South Korea. In Latin America, Brazil, Chile, Argentina, Colombia, Peru and
Ecuador stand out.
Chung (2023) affirms that SMEs direct their products and services to the national and
international market, use e-commerce a lot, even reaching more public from different places; that
is, they see it as an advantage to spread and generate more information about the companies of
their future clients.
2.1. Electronic commerce
The use of the Internet has allowed a rapid evolution in the different ways and methodologies
for doing business. Purchase transactions made through electronic means enabled by companies
are within the concept called e-commerce (Spruit and Almenar, 2021). Electronic commerce
reached its peak in the early 1990s with a rapid spread of information and the development of
"dot com" businesses. After 2000, there was a decline in some businesses causing distrust among
investors. By overcoming this crisis, companies adapt to the tools and new trends in the use of
the Internet, with the aim of positioning themselves in the market; such as, for example, the
existing correlation between social networks and e-commerce (Lin et al., 2021, Medina, 2020).
The term "electronic commerce" includes the carrying out of purchase and sale operations
through the Internet. It is based on the premise that “the use of the internet and the web are made
to do business. We focus on digitally authorized business transactions between structures and
individuals. These involve the exchange of values (such as money) across structural or individual
boundaries, in exchange for products and services (Music et al., 2022).
2.2. E-commerce business model
Michael Aldrich created in the decade of the 70s a concept that would cause a revolution. He
achieved the first computerized electronic sales transactions by trying to connect a modified TV
via telephone via a PC to a multi-user line. The UK, Ireland and Spain were the first to test the
technology (Guillen et al., 2022). The companies bought and sold tourist packages, sale and
purchase of cars, economic loans, among other things (Degutis et al., 2023).
At the end of the 20th century, there was a real explosion of opportunities for e-commerce in
Latin America, when portals such as Mercado Libre began to appear, a famous web page that was
invented in Argentina (Belanche et al., 2015).
The e-commerce model is mainly defined in how the business develops connecting 4 very
important pillars: the company that is the one that offers the product or service, the company
workers, the consumer and the company administrators who are considered " electronic
government” (Regalado et al., 2021). The business models that are implemented depend a lot on
the communication and relationship that is maintained between these four pillars already
mentioned. Today there is more than one e-commerce business model. Next, some current
market trends will be explained (Duarte et al., 2023).
Business to Business. It is the agreement between two companies so that both generate
profit for the low cost of the product: large orders are made (Regalado and Medina, 2023). E-
commerce is available not only for large organizations; but it is also for small and medium-sized
companies. Trade-to-trade transactions are made between one company and another over the
network. Most of these transactions are previously executed so that the product or service
reaches the hands of the consumer in the best way (Oberg, 2023).
Business to Consumer. Most of the sales are made through the internet. The buyer fills out
the form with personal data, product selection, payment method, etc. Then, wait for confirmation
from the contacted seller or brand and finally the transaction ends with the delivery of the
product through a delivery (Aspara et al., 2021).
It is the most traditional and convenient model for entrepreneurs who want to open a new
business to benefit from the direct relationship that the client has with the producer. Indeed,
when you purchase a product or service from an online store or create a web page to offer them,
you are participating in the B2C electronic business where the development of technology has
allowed an extremely significant increase (Regalado et al., 2023). At the same time, as more e-
businesses are born or more use is made of the Internet for their growth, then the competition
becomes tougher. However, there are many ways to take advantage of this scenario by planning
and developing a strategy that allows for an efficient digital marketing campaign (Bargoni et al.,
2023).
Consumer to Business. The client provides what the company needs according to the activity
exposed by them. For example, when an influencer recommends the product to his followers
through his networks, he is advertising, which in this case is paid. This is beneficial for the brand,
because the followers begin to browse, place orders, follow the page and recommend it. This
model gained importance as a result of the increase in the use of websites, blogs, podcasts, video
clips, social networks and all the media most recognized by the consumer (Claveria et al., 2021).
Mobile Commerce. These are the sales and transactions that the customer makes through
their mobile device through different tools and applications (Dastane et al., 2023). Several years
ago, cell phones did not have the capacity they have today (Rodríguez et al., 2022). The growth in
the use of cell phones and tablets, as well as Internet connections, added to technological
advances, made the development of purchases by these means viable. According to Lin et al.,
(2022), indicate that 53.3% of people use their cell phones, followed by 44% who use their
computers to connect. People who use the internet worldwide have increased to 4.540 million,
compared to 2019. Likewise, there are 3.80 billion more users who use social networks through
their mobile device.
As the days go by, e-commerce is replacing traditional physical sales. Every year users and
companies in the virtual world increase, proving that this is the best sales method, leaving aside
the traditional world (Ghanem et al., 2022). There are several reasons why the company should
have a presence in the virtual world. One of these is customer service; since, you can enter and
review the company's website 24 hours a day without any restrictions, another reason is the
global reach and market expansion that the company can obtain by creating its own website(Kao
and L'Huillier, 2022).However, there are some limitations in the virtual world, such as the
security of the operations carried out by the client due to the majority of frauds that exist; added
to the real shopping experience in which the consumer can only imagine what he is about to buy,
since he cannot touch it or try it on(Liu et al., 2022).
The advantages and disadvantages that the company should know before entering the world
of e-commerce were analyzed.
Figure 1: Advantages and disadvantages of electronic commerce.
Note. Elaboration: Contreras et al. (2015). Fundamentals of electronic commerce. University
of Quilmes. Buenos Aires, Argentina.
3. Methodology
The qualitative approach research developed a study where the collection and analysis of
important data of each entrepreneur and their business was used, based more on logic and an
inductive process: it sought to explore and explain to produce theoretical perspectives. The
design selected for this work was the phenomenological one. Escudero and Cortez (2018) point
out that this design seeks to explain each of the experiences collected so that it is possible to
better understand the event or phenomenon presented.
The researchers worked directly on the units or statements of the entrepreneurs and their
experiences with electronic commerce through their social networks, reflecting to produce a
model based on their interpretations as well as on existing theory (Kejriwal et al., 2021).
Regarding the sample as a subgroup of a population, it is specified and parameterized so that
it is adequate. In the present investigation, this sample has been chosen from a non-probabilistic
vision, thus understanding that it is a "selection procedure oriented by the characteristics of the
investigation"(Hernández et al., 2014).
Likewise, the sampling technique was non-probabilistic for convenience. This technique fits
perfectly with the investigator's criteria; Since, as entrepreneurs, it offers the opportunity to find
out the growth and benefit they obtained with the growth of e-commerce in social networks for
their lasagna sales. They will be able to have a better overview of the entire sales process through
e-commerce on social networks, from different channels such as B2B, B2C and Mobile commerce
(Nusair and Hua, 2010).
The technique that was used was the interview that consists of a dialogue that can be governed
by a composition of questions or not. In the situation of this research, the interview will follow a
specific composition that will allow a structure of questions to continue, starting from the easiest
to the most complex. The questions that the interview will address will be opinion, experience
and knowledge of e-commerce and social networks (Wang et al., 2023).
The instrument used was a semi-structured interview guide. According to Hernández,
Fernádez and Baptista (2014) point ot that it is carried out based on a pre-designed guide that
contains the questions that will be asked to the interviewee.
For data processing, a double-entry table was prepared to code the responses of the
interviewees. This served to extract the main information and make comparisons between the
data obtained. Finally, triangulation was carried out in order to analyze the responses as a whole
to obtain a result by category; that is to say, the most relevant information was transferred to the
main tables that allowed for a more enriched material for the discussion of the results.
4. Results
Table 1
Subcategory: B2B
Questions Comparison Results
How developed and Both interviewees 1 and 2 As the interviewees comment,
competitive do you think the agree that the sale of lasagnas San Borja is a very
lasagna market is for sale? in San Borja occurs more competitive district in the
occasionally. As for field. They request their
interviewees 3, 4 and 8, they orders for special occasions.
comment that there is a lot of Despite the fact that it is a
competition in the district, but district where there are
there is also a "market" for lasagna restaurants, there are
everyone. entrepreneurs who compete
Interviewee 7 tells us that he with these, demonstrating
has two types of competitors: better quality and price.
large traditional companies
and entrepreneurs that
emerged in a pandemic.
Does it allow you to set a Interviewee 4 tells us that Most of the interviewees tell
price that guarantees a good depending on market demand, us that the prices they place
margin or do you think it is a he can get his percentage of on their products do
fragmented market? profit. As for interviewee 1 and guarantee them a good
2, they have the clearest margin despite the fact that
analysis with a percentage of the market is competitive.
30 and 50 correspondingly. Having passed a political and
Interviewee 7 tells us that due economic crisis, the client
to the pandemic and political became more exquisite,
crisis, most entrepreneurs having a variety of products,
have found themselves in need prices and quality that caused
of frequent promotions, which competition in terms of the
affects everyone competing in price of the products.
the range of those prices to
make it a competitive market.
Instead, interviewee 5 points
out that there will always be
competition, but if your
product is good; it will be
worth the cost benefit.
Does the company have an Most of the interviewees do not As entrepreneurs, they have a
annual marketing plan on have an annual marketing plan. monthly marketing plan that
the use of social networks, Only interviewees 3, 5 and 7 adapts to what the market
aligned with the general have a monthly marketing plan demands. It is up to each one
objectives of the company? which they update according to to find their strategy to
what is currently happening. publish their product on
networks.
Subcategory: B2B
Questions Comparison Results
What has been the change in Interviewee 3 tells us that Selling through social
customers obtained thanks he only increased customer networks helped all those
to e-commerce? variation by 50% thanks to e- interviewed to get clients,
commerce; On the other hand, increase sales and become
for the majority there was a better known as a brand.
100% variation because they
started the development of
their brand through this
means.
For interviewee 7 it was very
beneficial, because thanks to
the sales he obtained through
e-commerce he was able to
open his first store.
What kind of experience do Regarding the experience that Each brand has a different
you give your customers the interviewees offer their way of providing the
when they order lasagna? clients, they coincide in the experience to its customer.
direct and personalized Each one stands out as a
treatment. Interviewee 1 brand, but they always
applies the choice of being able coincide in the personalized
to send it baked or unbaked; treatment and the generation
Interviewee 6 sends them the of trust for the quality of the
step-by-step explanation of product.
cooking.
What were the benefits you For interviewee 4, the benefit E-commerce has benefited all
obtained as a brand thanks was being able to become entrepreneurs by increasing
to e-commerce? known by his own name. For sales, followers, and product
interviewee 1, 2 and 3 it was innovations.
the increase in followers and
being able to reach more
people.
What effect has For interviewee 2 there was no E-commerce was well
incorporated an e- difference, because they received by the public in
commerce platform into started on an e-commerce 2020. Everyone began to
your brand had on sales? If platform, for interviewee 3 it make their purchases and
positive, what was the only increased to 50%. On the sales through social networks.
percentage increase in sales other hand, for interviewee 1 it For that reason, for all those
obtained? was 90%, because he began to interviewed there was a
sell his products through social positive effect on their
networks. platforms, helping them with
their sales.
Subcategory: Mobile commerce
Questions Comparison Results
How do you consider social Interviewee 4 considers it Social networks greatly
networks in the purchase effective and fast. For influence the purchase
decision? interviewee 1 it influences a decision of customers
lot because you can compare because it is an open window
brands and prices. For for criticism and opinions, as
interviewee 6, photos and well as the publication of
videos are important: the photos and videos to find out
more provocative it looks, the before buying.
more efficient the sale is.
Which social network has Only for interviewee 1, The networks most used to
represented the greatest WhatsApp business is the make purchases by users in
benefit for your business? social network that has 2020 were Instagram and
Why? served him in those times. Facebook, according to the
The other interviewees agree interviewees. By this means
that Instagram and Facebook the majority began and
are the most used networks in became known as a brand.
2020 to make their
purchases.
How important do you think The only interviewee who Having a web page, as a
it is for an entrepreneur to considers it important is 7, company, facilitates and
have their own website? because they also have a benefits in many ways for a
physical store and help them better organization of the
organize orders. The others company and the consumer,
consider that a good as long as the entrepreneur
investment is necessary: they has the investment to create
do not believe it necessary, it.
but they do believe it is
important.
In verifying the general objective, it has been determined that the market allows them to set a
price that guarantees a good margin based on different factors, which makes the market very
competitive. Regarding marketing, each entrepreneur has realized that it became very important
to be able to invest in the digital world; because due to the political, economic and health crisis
that the country is going through; Most people began to make their purchases and sales through
e-commerce. On this platform, each company develops strategically to exceed the expectations of
its customers and build their loyalty. Social networks greatly influence the purchase decision of
customers through photos, opinions, comments, videos, etc. that are displayed before making the
purchase.
Research Bo et al. (2023) It is related to what was obtained, because it affirms that social
networks influence a lot when making purchase decisions. They analyze the strategies they use
as a company and study the influence of social media on the consumption of their brands,
including the existence of some rationale that supports it. In turn, they analyze the purchasing
movements of their target audience and the relationship between influence and purchasing
habits. It should be noted that the results obtained also coincide with the theory of Dastane et al.
(2023), who point out that electronic commerce focuses on digitally authorized commercial
transactions between structures and individuals in exchange for products and services through
social networks where it is confirmed that the use of the internet and the web are made to do
business.
In the verification of the Business-to-business subcategory, it has been determined that
entrepreneurs take into account different important factors to place their prices, they analyze the
competition and the market a lot. By investing in marketing, they realize how important it is to
make themselves known as a brand in the digital world. They carry out monthly and annual
marketing strategies according to the current situation and the needs of their target audience.
Contreras et al. (2015), in his research, states that the analysis is developed from the
perspective of the consumer. Here the first variable is considered if they make purchases online
using electronic commerce. Another of the variables is the indicator of income that has an active
economic life, it is obtained through this network. According to the statistics analyzed in this
study, electronic commerce is evolving by leaps and bounds every year, Peru is in the global
ranking. Currently, the market is in constant contact with existing technology media, following
the evolution and transformation of new strategies and behaviors that the market adopts for
future sales. This is related to the investigation of Dastane et al. (2023) who ensure that the
different methodologies and ways of doing business, through the internet and social networks,
have evolved quickly and with an easy use for companies and consumers who use them daily to
carry out different transactions with implications for the exchange of values in exchange for
products and services.
In checking the business to consumer subcategory, selling through social networks has
definitely benefited most entrepreneurs in 2020. New ways have been discovered to maintain
communication with their customers, boosting sales and reaching more people providing a totally
personalized treatment, always highlighting its competitive advantage. It is also related to the
investigation of Contreras et al. (2015). Regarding the effect of the use of virtual social networks,
the aspects that stand out the most in terms of satisfaction with the use of social networks have
been establishing an economic advertising channel that helps them reach more audiences and
saving time when contacting with the client, having the freedom to express themselves through
photos, promotions, publications, videos, the quality of their products to their clients and the ease
that they have to obtain their product. As the investigation concludes Dastane et al. (2023). After
a period of crisis, companies begin to take into account the importance of using the Internet, social
networks and the tools that this entails for better use in order to adjust and show themselves in
the market. Most sales are made through the digital world. Here everyone can show the product
and quality they offer in a different way, they also use various strategies in their publications,
photos, videos and communication with the client.
In the verification of Mobile commerce, it is clear to those investigated that it is a strategy that
has benefited everyone to keep in touch with customers, to be able to follow up on pre-sale, sale
and post-sale and keep them informed of the latest promotions that the company has. brand. The
social network most used by entrepreneurs to generate sales and publicize their products is
Instagram and Facebook because they allow a complete purchase process from viewing the
product to paying for it.
Among the strategies to attract a client are social networks, a good marketing strategy and
knowledge about what should be published, on which platform to publish and the publication
schedule according to the brand's target audience. This is related to the investigation of Diaz
(2015) and the exploratory study of the e-commerce offer in micro and small companies where
it can be corroborated that there is a high percentage of companies and people that use social
networks to make their purchases and which are the most used by them. It should be noted that
the results obtained in the investigation coincide with Dastane et al. (2023) who point out that
there are several virtual tools that are useful for starting a virtual store. Likewise, propose better
digital marketing strategies, online transactions and legal aspects that each social network asks
you to be able to publish photos, videos of the products and reach the brand's target audience.
5. Conclusion
E-commerce on social networks in 2020 has updated and taught many people that the digital
world is a much easier, more practical and safer tool to be able to get and publicize what they
want to sell. As for entrepreneurs, it has allowed them to get to know their audience better and
allows them to set a price for their products that guarantees a good margin, taking into account
the different factors that make them competitive in the market. Based on the experience they are
having in the world of e-commerce, they have been able to create more effective strategies to
reach more people, become known as a brand, teaching why they are different from others and
giving the customer the ease and security that they can pay for your product by any means of
electronic wallet that exists today.
Regarding subcategory 1, Business to business, this first e-commerce business model explains
how to reach an agreement between company and company where both win. In this case,
entrepreneurs analyze prices, product quality, supplier experience, the public they are going to
target, and various other factors that help them make the decision to be in a competitive market.
The above goes hand in hand with the marketing that they can invest in social networks to
publicize their product and meet the demands of their future client.
Regarding the business to consumer subcategory, the lasagna entrepreneurs assure that the
benefit obtained in terms of the increase in sales and followers was thanks to e-commerce, in
addition to being able to expand and become known to more markets. Another benefit for them
is the challenge they had to face to be able to provide a unique and personalized experience to
each customer through the internet, where each one strategically stands out to highlight their
competitive advantages and build customer loyalty.
Regarding the Mobile Commerce subcategory, the interviewees recognize the increase in the
use of cell phones and applications that exists today, they use it to make a purchase, sale,
transaction, communication, etc.; For this reason, they can carry out any type of transaction by
cell phone, since it is easier, more comfortable, faster and safer for their purchases. They have
identified as a strategy to create a monthly or annual marketing plan to make the product they
offer known through the different social networks, either by video, photos, publications,
comments, etc. The majority agree that the social networks most used by them are Instagram and
Facebook, which allows them to expand their presence in the market and position the brand by
increasing the demand for their products, in order to increase the volume of sales and billing.
6. References
[1]. J. Aspara, D. Grant, M. Holmlund. Consumer involvement in supply networks: A cubic typology
of C2B2C and C2B2B business models. Industrial marketing management. 93, (2921): 356-
369. DOI:https://doi.org/10.1016/j.indmarman.2020.09.004
[2]. A. Bargoni, I. Alon, A. Ferrais. A systematic review of family business and consumer behavior.
Journal of business Research, 158, (2023): 113698. DOI:
https://doi.org/10.1016/j.jbusres.2023.113698
[3]. J. Barrios. The influence of digital social media on consumption: the prescriptive role of social
media in the decision to purchase soft drinks in Spain. (PhD thesis, Complutense University
of Madrid, Madrid, Spain) (2017). URL:https://eprints.ucm.es/id/eprint/42339/
[4]. D.Belanche, L. Casaló, M. Guinalíu. The effect of culture in forming e-loyalty intentions: A
cross-cultural analysis between Argentina and Spain. BRQ Business research quarterly.
18(4), (2015): 275-292. DOI:https://doi.org/10.1016/j.brq.2015.02.003
[5]. H. Bo, M. Parkash, Y. Guang. Offering custom products using a C2M model: Collaborating with
an E-commerce platform. International Journal of product economics, 262, (2023): 108918.
DOI:https://doi.org/10.1016/j.ijpe.2023.108918
[6]. O. Claveria, E. Monte, S. Torra. Frequency domain analysis and filtering of business and
consumer survey expectations. International economics, 166, (2021): 42-57.
DOI:https://doi.org/10.1016/j.inteco.2021.03.002
[7]. F. Contreras, F. Gomero, D. Herrera, L, Quijano. Effect of the use of virtual social networks on
women entrepreneurs in Peru. (Master's thesis, Pontifical Catholic University of Peru, Lima,
Peru) (2015).https://tesis.pucp.edu.pe/repositorio/handle/20.500.12404/8836
[8]. J. Chung. The spillover effect of E-commerce on local retail real estate markets. Regional
Science and urban economics, 101, (2023): 103919.
DOI:https://doi.org/10.1016/j.regsciurbeco.2023.103919
[9]. A. Medina, M. Regalado. Artificial intelligence in the control of COVID-19. Atención Primaria,
53(10), (2021): DOI:https://doi.org/ 10.1016/j.aprim.2021.102099
[10]. D, Diaz. Exploratory study of the supply of electronic commerce in a group of micro and
small companies (mypes) located in various districts of metropolitan Lima [undergraduate
thesis, Pontificia Universidad Católica del Perú, Lima, Peru) (2015)
URL:https://tesis.pucp.edu.pe/repositorio/handle/20.500.12404/6769
[11]. Peruvian Chamber of Electronic Commerce - CAPECE. We present the official report of the
eCommerce industry in Peru. (Internet).
2021.URL:https://www.capece.org.pe/observatorio-ecommerce/
[12]. United Nations Conference on Trade and Development- UNCTAD. Global e-commerce hits
$26.7 trillion as COVID-19 drives online sales. 2021
URL:https://unctad.org/es/news/world-e-commerce-reaches-267-billion-dollars-while-
covid-19
[13]. M. Lamb. Electronic commerce e-commerce, current analysis from the perspective of the
consumer in the city of Guayaquil, province of Guayas and effective strategies for its
development (Master's thesis, Catholic University of Santiago de Guayaquil, Guayaquil,
Chile), (2019).http://repositorio.ucsg.edu.ec/handle/3317/14064
[14]. O. Dastane, C. Lee, F. Rabbanee. The development and validation of a scale to measure
perceived value of mobile commerce. Journal of retailing and consumer services. 71, (2023):
103222. DOI:https://doi.org/10.1016/j.jretconser.2022.103222
[15]. P. Duarte, M. Linardi, H. Domingues, S. Silva. Consumer vulnerability and well-being across
contexts: implications for international businesses. Helyon, 9(3), (2023): e14612.
DOI:https://doi.org/10.1016/j.heliyon.2023.e14612
[16]. M. Degutis, S. Urbonavicus, L. Hollebeek, J. Anselmsson. Consumer's willingness to disclose
their personal data in e-commerce: A reciprocity based social exchange perspective. Journal
of retailing and consumer services, 74, (2023): 103385.
DOI:https://doi.org/10.1016/j.jretconser.2023.103385
[17]. M. Regalado, A. Medina, C. Pizarro. Artificial intelligence: phones smart phones and
advanced technology stethoscopes. Atención Primaria, 53 (10), (2021): DOI:
https://doi.org/10.1016/j.aprim.2021.102138
[18]. Escudero, C., Cortez, L. (2018). Qualitative techniques and methods for scientific research.
UTMACH.http://repositorio.utmachala.edu.ec/bitstream/48000/12501/1/Tecnicas-y-
MetodoscualitativosParaInvestigacionCientifica.pdf
[19]. N.Ghanem, S.Leitner, D.Jannach. Balancing consumer and business value of recommender
systems: A simulation-based analysis. Electronic commerce research and applications. 55,
(2022): 101195. DOI:https://doi.org/10.1016/j.elerap.2022.101195
[20]. R. Hernandez, C. Fernandez, P. Baptista. Investigation methodology. Research Methodology.
Mexico: McGraw-Hill / Interamericana Editores SA (2014).
[21]. W. Kao, E. L'Huillier. The moderating role of social distancing in mobile commerce adoption.
Electronic commerce research and applications, 52, (2022): 101116.
DOI:https://doi.org/10.1016/j.elerap.2021.101116
[22]. M. Regalado, S. Barrionuevo, G. Tafur, A. Medina. Medicinal plants against COVID-19: An
alternative in prevention?. Atención Primaria. 55(10), (2023):102709.
Doi:10.1016/j.aprim.2023.102709
[23]. M. Kejriwal, K. Shen, C. Ni, N. Torzec. An evaluation and annotation methodology for product
category matching in e-commerce. Computers in industry, 131, (2021): 103497.
DOI:https://doi.org/10.1016/j.compind.2021.103497
[24]. F. Liu, S. Liu, G. Jiang. Consumers´ decision – making process in redeeming and sharing
behaviors towards app-based mobile coupons in social commerce. International journal of
information management, 67, (2022): 102550.
DOI:https://doi.org/10.1016/j.ijinfomgt.2022.102550
[25]. J. Lin, T. Li, J. Guo. Factors influencing consumer's continuous purchase intention on fresh
food e-commerce platforms: An organic foods-centric empirical investigation. Electronic
Commerce research and applications, 50, (2021): 101103.
DOI:https://doi.org/10.1016/j.elerap.2021.101103
[26]. S. Lin, E. Huang, K. Cheng. Understanding organizational reputation training in mobile
commerce. Electronic commerce research and applications, 55, (2022): 101200.
DOI:https://doi.org/10.1016/j.elerap.2022.101200
[27]. D.López, E. Dittmar, J. Vargas. The use of trust seals in European and Latin American
commercial transactions. Journal of open innovation: Technology, market and complexity,
7(2), (2021): 150. DOI:https://doi.org/10.3390/joitmc7020150
[28]. N. Guillen, A. Medina, K. Villalba, L. Herrrera, B. Zevallos. Image of a Tourist Attraction and
Psychographic Profile of the Tourist: Data Mining Approach. CEUR Workshop Proceedings,
3336, (2022): 7-16: https://www.scopus.com/inward/record.uri?eid=2-s2.0-
85147938894&partnerID=40&md5=179ee8a4d55a5e20792a84c8b54a2f36
[29]. A. Medina. The competencies in ICT: A challenge from the school stage. Education Medic,
21(6), 411-412 (2020): DOI: https://doi.org/10.1016/j.edumed.2019.08.001
[30]. J. Music, S. Charlebois, V. Toole, C. Large. Telecommuting and food E-commerce: Socially
sustainable practices during the COVID-19 pandemic in Canada. Transportation research
interdisciplinary perspectives, 13, (2022): 100513.
DOI:https://doi.org/10.1016/j.trip.2021.100513
[31]. A. Nissen, C. Krampe. Why he buys it and she doesn't- Exploring self-reported and neural
gender differences in the perception of eCommerce websites. Computers in human behavior.
121, (2021): 106809. DOI:https://doi.org/10.1016/j.chb.2021.106809
[32]. K. Nusair, N. Hua. Comparative assessment of structural equation modeling and multiple
regression research methodologies: E-commerce context. Tourism management, 31(3),
(2010): 314-324. DOI:https://doi.org/10.1016/j.tourman.2009.03.010
[33]. M. Regalado, A. Medina. Artificial intelligence and immersive reality in healthcare. Medicina
de Familia. SEMERGEN, 49(6), (2023): DOI: 10.1016/j.semerg.2023.101985
[34]. C. Oberg. Neuroscience in business-to-business marketing research: A literature review, co-
citation analysis and research agenda. Industrial Marketing Management, 113, (2023): 168-
179. DOI:https://doi.org/10.1016/j.indmarman.2023.06.004
[35]. K. Purani, D. Kumar, S. Sahadev. E-loyalty among millennials personal characteristics and
social influences. Journal of retailing and consumer services. 48, (2019): 215-223.
DOI:https://doi.org/10.1016/j.jretconser.2019.02.006
[36]. D. Spruit, E. Almenar. First market study in e-commerce food packing: resources,
performance, and trends, 29, (2021): 100698.
DOI:https://doi.org/10.1016/j.fpsl.2021.100698
[37]. X. Wang, Y. Wong, T. Kim, K. Yuen. Does consumers´ involvement in e-commerce last – mile
delivery change after COVID-19? An investigation on behavioral change, maintenance and
habit formation. Electronic commerce research and applications, 60, (2023): 101273.
DOI:https://doi.org/10.1016/j.elerap.2023.101273
[38]. A. Rodríguez, M. Regalado, A. Medina, R. Albarran, C. Pizarro. Process and market
management in restaurants through traditional fishing in Perú. Universidad y Sociedad,
14(S5), (2022): 469-476. https://www.scopus.com/inward/record.uri?eid=2-s2.0-
85142192453&partnerID=40&md5=23cef63f61c385f00a068a4619b1442c