Personal profile
Research Interests
The body of work analyzes the diffusion and impact of artificial intelligence (AI) in small to mid-size business ecosystems in Guayaquil, Ecuador, combining empirical surveys with qualitative insights to reveal how AI knowledge and tools influence business processes, communication, branding, and profitability. Across studies, AI applications are shown to enhance customer interaction, speed up content and message generation, and support decision-making in process management, while highlighting the need for greater technical literacy among users. The research also situates digital and mobile payment adoption within the broader context of technology acceptance (TAM), finding positive associations between perceived usefulness and adoption, yet acknowledging knowledge gaps that impede widespread, effective use. Together, these publications map a trajectory from nascent AI usage toward more informed, profitable deployment, underscored by the requirement for ongoing training and knowledge dissemination to maximize benefits and reduce implementation barriers.
Collaborations and top research areas from the last five years
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Poverty and Competitiveness in the Monte Sinaí Zone of Guayaquil City in the Post-Pandemic Era (POCOMPIA)
Freire Moran, J. F. (PI), Celi Mero, L. D. R. (Col), Carrera Jimenez, J. A. (Col), Moreira Argudo, M. F. (Col), Ordoñez Leon, Y. M. (Col), Suarez Escobar, I. E. (Col), Zea Villacis, N. M. (Col), Toala Moran, E. A. (Col), Avila Bailon, J. A. (Col), Ramirez Camba, R. F. (Col), Gonzalez Vasquez, A. E. (Col), Lovato Torres, S. (External), Mayorga Albán, A. L. (External), Zambrano Robalino, G. S. (Student), Samaniego Veloz, O. A. (Student), Siavichay Moran, D. D. (Student), Hinojosa Perez, J. A. (External), Hinojosa Pérez, A. H. (External), Tito Huamaní, P. L. (External), Mendieta Muñoz, L. R. (External), Castillo Gurumendi, J. J. (Student), Moran Cedeño, J. C. (Student), Astudillo Albiño, N. N. (Student) & Tivanta Salinas, S. C. (Student)
21/03/23 → …
Project: Research and Development
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Design of a Research Training Methodology for Novice University Professors and Administrative Staff (FINVE+P)
Teran Alvarado, A. F. (Col), Plua Moran, D. H. (Col), Mora Saltos, N. S. (Col), Llerena Izquierdo, J. F. (PI), Caballero Barros, E. J. (Col), Lopez Chila, R. D. (Col), Llaguno Vera, J. G. (Col), Carrera Jimenez, J. A. (Col), Cedeño Tello, A. M. (Col), Founes Merchan, J. P. (Col), Benites Medina, R. M. (Col), Espinoza Rosero, G. B. (Col), Jaime Carriel, J. R. (Col), Toledo Herrera, L. J. (Col), Ayala Carabajo, R. (Col), Mendez Reyes, J. M. (Col), Issa Morales, E. H. (Col), Suarez Escobar, I. E. (Col), Cordova Leon, J. R. (Col), Zambrano Parrales, F. A. (Col), Zea Villacis, N. M. (Col), Lopez Vargas, A. F. (Col), Puma Rodriguez, R. A. (Col), Rodriguez Farias, M. G. (Col), Pulgar Oleas, N. L. (Col), Diaz Solis, G. E. (Col) & Yaguana Herrera, T. G. (Col)
27/02/24 → 16/04/25
Project: Research and Development
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Financial, Control, and Management Situation of Organizations (SFCGO)
Sierra Lara, Y. (Col), Celi Mero, L. D. R. (Col), Paredes Floril, P. R. (Col), Espinoza Rosero, G. B. (PI), Zuñiga Alvarado, M. A. (Col), Rosales Valencia, J. E. (Col), Issa Morales, E. H. (Col), Zea Villacis, N. M. (Col), Zavala Castillo, L. J. (Student), Tomala Lainez, C. R. (Student), Vera Miranda, L. K. (Student), Gavilanes Calderon, A. J. (Student), Armijos Vizueta, N. S. (Student), Santos Calle, L. F. (Student), Cruz Apolo, A. S. (Student), Gracia Tacuri, J. T. (Student), Daza Murillo, A. N. (Student), Tuarez Collazo, H. D. (Student), De Los Angeles Mite, M. S. (Student), Naranjo Cajamarca, R. A. (Student), Espinoza Alava, D. P. (Student), Guaman Garcia, M. D. P. (Student), Flores Bernabe, F. C. (Student), Idrovo Siavichay, M. Y. (Student), Garcia Contreras, M. G. (Student), Guerrero Jurado, M. G. (Student), Holguin Yunga, P. X. (Student), Mota Alarcon, A. G. (Student), Londa Maldonado, E. M. (Student), Saa Luzardo, J. A. (Student), Merelo Cedeño, M. M. (Student), Vargas Cercado, I. M. (Student), Pilco Chucho, S. D. (Student), Preciado Miranda, A. S. (Student), Arroba Vasquez, M. I. (Student), Cedacero Sanisaca, J. L. (Student), Pinto Robles, F. N. (Student), Villacis Sanchez, D. C. (Student), Quintero Gonzalez, L. J. (Student), Solis Loor, L. C. (Student), Cañizares Rodriguez, B. M. (Student), Barco Vela, N. Y. (Student), De La Cruz Carbo, M. F. (Student), Briones Leon, D. G. (Student), Gutierrez Ayala, D. C. (Student), Caceres Cedeño, A. F. (Student), Macias Lumbano, D. E. (Student), Candelario Pin, A. A. (Student), Ordoñez Arevalo, E. E. (Student), Carrillo Garcia, A. D. R. (Student), Freire Guevara, J. J. (Student), Cevallos Burgos, M. E. (Student), Briones Suarez, S. M. (Student), Chamaidan Arboleda, N. M. (Student), Coronado Viñan, K. M. (Student), Tapia Jaramillo, S. S. (Student), Viter Montalvo, A. J. (Student), Defas Rugel, D. E. (Col), Ortiz Murillo, L. F. (Col), Lopez Muñoz, G. A. (Student), Ordoñez Espinal, K. E. (Student), Santistevan Villao, M. D. L. A. (Student), Narvaez Carpio, C. P. (Student), Aucapiña Villon, D. A. (Student), Maruri Vargas, G. A. (Student), Rigail Cifuentes, M. J. (Student), Lucero Condor, S. E. (Student), Barrionuevo Quiñonez, A. N. (Student), Parrales Rojas, L. P. (Student), Palma San Lucas, J. J. (Student), Albiño Alay, N. L. (Student), Sanchez Cruz, G. E. (Student), Alvarado Romero, Z. S. (Student), Totoy Ballin, J. V. (Student), Jativa Yepez, M. D. L. A. (Student), Castro Solis, C. A. (Student), Franco Rivera, J. A. (Student), Cedeño Lozada, V. A. (Student), Ortiz Coronel, E. R. (Student), Crespin Lazaro, K. R. (Student), Jordan Vera, E. P. (Student), Diaz Lopez, L. E. (Student), Paez Salazar, J. O. (Student), Flores Salazar, D. S. (Student), Moreira Sanchez, D. G. (Student), Paredes España, G. B. (Student), Sanchez Andaluz, J. J. (Student), Huayamave Bustos, J. X. (Student), Perez Alava, E. L. (Student), Olivos Cadena, J. A. (Student), Rodriguez Meca, M. S. (Student), Zambrano Montalvan, D. E. (Student), Coloma Alvarado, N. N. (Student), Pauta Ochoa, S. L. (Student), Morillo Silva, D. R. (Student), Montaño Garces, Y. Y. (Student), Arevalo Cedeño, N. P. (Student), Ramirez Vera, A. N. (Student) & Rivera Moreno, M. G. (Student)
9/06/23 → 9/12/25
Project: Research and Development
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La Inteligencia Artificial y su Rol Potencializador en los Negocios de la Ciudad de Guayaquil
Translated title of the contribution :Artificial Intelligence and its Potential Role in the Businesses of the City of Guayaquil Research output: Contribution to conference › Paper
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El Conocimiento de las Aplicaciones de Ia para Gestionar Procesos en los Negocios
Translated title of the contribution :The Knowledge of AI Applications for Managing Processes in Business Research output: Contribution to journal › Article
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Otras Actividades de Servicio
Translated title of the contribution :Other Service Activities Research output: Chapter in Book/Report/Conference proceeding › Chapter
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Digital and Mobile Payment Methods: Influencing Factors in the Use Decision of Retail Business Clients According to the Tam Model
Lara Marmolejo, M. A., Sumba Nacipucha, N. A., Cueva Estrada, J. M. & Zea Villacis, N. M., 10 May 2023, In: Económicas CUC. 44, 44, p. 127-146 20 p.Research output: Contribution to journal › Article