El Comercio Electrónico en los Emprendimientos de Comida Rápida

The digital context in which today's society is immersed, fostered by ICTs, the internet and social networks - and the COVID-19 pandemic - have fostered electronic commerce transactions on a global scale; Therefore, the objective of the research was to analyze the use of electronic commerce in fast food businesses that began their activities in 2020 in Ecuador. For this, an empirical investigation was carried out at a descriptive level and in a transversal way, applying a questionnaire to 385 consumers of this type of business. For consumers, the use of technology as means of communication and payment is highly weighted, in addition to recognizing that they have been influenced by the content and promotions generated by the enterprises, so these marketing components must be strategically planned and managed. to position and increase the visibility of the business.