Un análisis de la reconfiguración del modelo de negocio para S-commerce: una revisión sistemática de la literatura
DOI:
https://doi.org/10.33448/rsd-v12i4.41220Palabras clave:
Social Commerce; Adopción Social Commerce; Modelo de negocio.Resumen
Las crisis económicas y los escenarios inciertos pueden intensificar el proceso de adopción de tecnologías digitales por parte de las empresas. Como ejemplo de esta adopción, está el uso del comercio electrónico a través de las redes sociales, Social Commerce (SC). La adopción de estas tecnologías reconfigura el modelo de negocio y surgen nuevas formas de crear valor para el cliente. Sin embargo, la literatura expone estos elementos y factores de manera fragmentada, lo que dificulta la comprensión de este proceso. El objetivo de este estudio es proponer un marco para guiar la reconfiguración del modelo de negocio tradicional o basado en el comercio electrónico (EC) a un modelo SC. Con base en una Revisión Sistemática de la Literatura, fue posible mapear las etapas e identificar los factores que influyen en la adopción de SC y la generación de valor. Como resultado, la reconfiguración del modelo de negocios fue posible gracias a las interacciones sociales promovidas por las redes sociales, que tienen como base tecnológica la web 2.0, que en conjunto favorecieron las actividades comerciales y la creación de valor. A partir de aportes a la literatura, el marco presenta la relación y secuenciación de los elementos constitutivos de la adopción, así como los factores que interfieren y los que crean valor. El modelo facilita la comprensión de los elementos dispersos que componen este proceso de reconfiguración y, al presentar estos elementos de manera ordenada, brinda a los investigadores oportunidades para validar el modelo y desarrollar nuevas teorías. De los aportes prácticos, el pictograma se configura como una guía estructurada, que puede ayudar a las empresas mostrando el camino para la implementación del SC.
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Derechos de autor 2023 Thaise Daiara Delfino; June Marques Fernandes; Luciana Paula Reis
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