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Publicación Aceptación de la estrategia “Home Try On” en E-commerce de gafas en la ciudad de Medellín(Universidad EAFIT, 2018) Velásquez Castaño, Catalina; Díaz Cadavid, Óscar de Jesús; Muñoz Molina, Yaromir; Arias Salazar, AlejandroThe “Home Try On” strategy is an alternative to solve one of the biggest fears of online purchase that is not receiving what is expected, generating a new experience of buying for customers that allows to know and have direct contact with the products before buying them -- This study aims to know the acceptance of the "Home Try On" strategy in e-commerce of glasses in the city of Medellin through qualitative and quantitative research to recognize the consumption habits of people and their perception of purchases over the internet, identify business success cases that use the strategy and pilot test results -- There is evidence of a generalized acceptance of the strategy by the study subjects, and identified the key factors that must be borne in mind when implementing the strategyPublicación Análisis de la experiencia de usuario en el portal web CereArt(Universidad EAFIT, 2018) Moreno Palacio, Verónica; Monroy Osorio, Juan Carlos; Gentilin, MarianoThe objective of this work arises from the unawareness and lack of maturity that exists in e-commerce in Colombia -- It Aims to find out how is the user experience that users face regarding usability and information architecture when buying through the e-commerce site www.cereart.com -- This work first reviews the Colombian current situation regarding e-commerce and the important terms and concepts that are relevant for this investigation -- The methodology used for the development of this research combines qualitative and quantitative methods with the usage of tools such as eye tracking, heuristics and a focus group -- Among the main findings of this study, we find that the more affinity there is with the brand, the usability flaws are mitigated a bit in the user's view -- In addition to this, specific criteria are mentioned to improve the usability y and information architecture of the website and optimize the shopping experiencePublicación Análisis de la usabilidad en el portal web CDISCOUNT Colombia(Universidad EAFIT, 2015) Serrano Gómez, Carolina; Vera Arango, Paula Andrea; Gentilin Gentilin, Mariano; Monroy Osorio, Juan CarlosEste trabajo de investigación tiene como objetivo identificar las falencias relacionadas con el uso de herramientas involucradas en la experiencia de usuario durante el proceso de compra en el portal web Cdiscount Colombia, con el fin de plantear recomendaciones de mejora -- Como metodología para el desarrollo del mismo se realizó una investigación mixta con clientes y no clientes del portal web, mediante el uso de las herramientas como Eye tracker, entrevista en profundidad, paseo cognitivo y evaluación heurística, para conocer la interacción de los usuarios con el portal web y obtener hallazgos para su posterior análisis -- El mayor aporte del trabajo de investigación es el diagnóstico de la usabilidad del portal web Cdiscount Colombia y la propuesta de mejoras con el fin de documentar los hallazgos y así presentarlos como punto de partida en el diseño o rediseño de otros portales web para poder ofrecerles a los consumidores una experiencia de usuario positiva con el fin de lograr una posible recompraPublicación Análisis de la viabilidad para implementar una unidad de negocio de servicios arquitectónicos online para la empresa Tres Cimas S.A.S.(Universidad EAFIT, 2018) Tobón de los Ríos, María José; Buraglia Guzmán, Sebastián; Henao Sierra, Diana María; Uribe de Correa, Beatriz AmparoThe goal of the present research is to establish the viability in the implementation of a new business unit in charge of the architectural services that the company TRES CIMAS S.A.S. offers online -- The analysis of specialized readings will be followed, formulate the business unit of online architectural services, then the investment budget and cash flow will be analyzed (exclusive information about this new unit of a company), and finally, an action plan will be generated based on findings of feasibility for the unit -- As a result of this analysis, the company has a NPV of COP $150.741, with an IRR of 1.3% and positive financial ratios -- Hence, we conclude that the business idea is profitable and we have to keep working on developing the opportunities and strengths that were identified for the companyPublicación Análisis de la viabilidad para la venta de vestidos de baño en redes sociales y comercio electrónico(Universidad EAFIT, 2018) Gómez Ruíz, Nicolás; Monroy Osorio, Juan Carlos; Rojas de Francisco, Laura IsabelSocial networks and digital media, according to Stokes (2013), have become the new way to explore content and connect with customers; Digital marketing has the same purpose, intentions and objectives as traditional marketing -- With this in mind, Granadina Beach Moments a Colombian company founded in 2010 that operates in the area of beachwear and that according to its business vision works with high quality inputs that are seen in the use of imported fabrics, manual work and color as protagonists, was raised as a case in which from an entrepreneur perspective has been able to verify that the business extends to the digital plane -- With this research work, the feasibility of converting a company selling swimwear into an e-commerce was analyzed; by means of quantitative methodologies, such as monitoring the main key performance indicators (KPIs) in sales and in digital media using tools such as Google Analytics and social listening, to identify their behavior in relation to sales objectives, and qualitative tools, such as in-depth interviews, focus groups, experience map, eye tracker, wise cluster, cognitive walkthrough, about the experience in the web portal -- The results show the feasibility of converting the company that is being studied in an e-commerce, from aspects related to the purchase experience, the value to execute it and the percentage of conversionPublicación Análisis de las buenas prácticas en la utilización del marketing digital y la presencia en redes sociales que sirvan para mejorar el aspecto comercial de las Start-ups colombianas(Universidad EAFIT, 2016) Beltrán Gómez, Carlos Andrés; Uribe Ochoa, BeatrízEste trabajo de grado se enfocó en al análisis de distintos conceptos, métodos y actividades en el campo del marketing digital y el uso de las redes sociales, que pueden ayudar a las Start-ups de Colombia a mejorar tanto sus resultados comerciales como la atracción de usuarios a sus servicios o Productos -- El motivo que inspiró este trabajo fue aportar en alguna medida, a un problema que enfrentan hoy en día muchos emprendedores de Start-ups en Colombia: tener éxito en sus emprendimientos -- Constantemente se crean nuevos productos, servicios y aplicaciones, pero a la hora de darse a conocer, no se sigue una estrategia clara, por lo que generalmente fracasan por falta de usuarios -- En particular, se analizó la creación y evolución en los sistemas de información y en internet -- De otro lado, se plantean herramientas construidas a partir de los datos obtenidos en cuestionarios y entrevistas a expertos y emprendedores exitosos -- Por último, se indican algunas herramientas que sirvan de apoyo a las Start-upsPublicación Análisis de las redes sociales como herramienta en el mercado bancario actual(Universidad EAFIT, 2013) Gómez Bravo, David; Uribe, Beatríz; Uribe Saavedra, FelipeLas redes sociales están siendo útiles, eficaces y eficientes para el comportamiento dinámico y el desempeño óptimo de todas las áreas industriales y financieras en los distintos ámbitos regionales, nacionales e internacionales -- En primera medida, se identificó que en las entidades, instituciones, gremios, entre otros, resulta fundamental tener claro el objetivo de la inserción de la marca en las redes sociales -- Asimismo, a medida que el interés en la banca social crece, los bancos deben aprender a diseñar estrategias atractivas en redes sociales como Facebook y Twitter para conectarse con los consumidores -- También, se observó que las entidades bancarias aceptan y comprenden que las redes sociales son claves para alcanzar los objetivos y que las estrategias que se emprendan en este ámbito tienen una influencia directa en su negocio -- El presente documento busca verificar la relación entre la intensidad del uso de las redes sociales por parte de las corporaciones bancarias y su desempeño comercial, a través de variables tales como ROA, BS TOT ASSET y NET INCOME -- Hasta el momento, la mayoría de iniciativas 2.0 en finanzas se han centrado en el marketing social -- Es necesario que la banca consiga una verdadera interacción directa a través de las redes sociales, esto implica alcanzar la bidireccionalidad total entre cliente y entidad financieraPublicación Análisis de lecciones aprendidas en la gestión de proyectos estratégicos de Melonn : hacia la mejora continua en un entorno de e-commerce dinámico(Universidad EAFIT, 2025) Giraldo Correa, Esteban; Solano Santos, William Armando; Guerrero Latorre, Jorge HarleyPublicación Análisis de riesgos asociados al microcrédito al incursionar en la banca digital : caso Banco W - Colombia(Universidad EAFIT, 2019) Miranda Hurtado, Diana Marcela; González Orozco, María Viviana; Durango Gutiérrez, María PatriciaThis paper aims to determine for Banco W a model for identifying the risk of microcredit when entering digital banking and its focus is to identify the differences with traditional banking. Reference is made to the main aspects related to the administration of microcredits in Colombia and how it influences the bankarization of independents and microentrepreneurs. It also explains how traditional banking prepares to evolve, through fintech and mobile banking. Finally, a descriptive model is proposed using a sample of Banco W's clients to identify the acceptance of the bank's products from digital platforms. It is concluded that ignorance and access are the main engines for the disuse of digital banking.Ítem Análisis de viabilidad de un modelo de pago electrónico con dispositivo registrado(Universidad EAFIT, 2011) Cerón Gómez, Jorge Luis; Rincón Bermúdez, Rafael DavidPublicación Análisis del impacto de la cuarta revolución industrial en el sector bancario colombiano(Universidad EAFIT, 2019) González Cano, Lina Camila; Uribe de Correa, Beatriz Amparo; Osorio Lema, Edwin AlexisThe technological advances generated by the Fourth Industrial Revolution (Schwab, 2016) incorporate new competitors in the world banking sector. Fintech, neobanks and big technology companies are offering fully digital financial solutions that response to need of consume of a society hyperconnected to internet, that, in addition, they may offer competitive rates in comparation with a traditional bank because they are born with an enterally automated and robotized operation. To survive the new competitors, banks are obliged to think of a digital transformation strategy that helps in the adoption of technology for the improvement of their processes and the generation of a new offer of value that is attractive to consumers of the new generations. The present work intends to analyze the impact that the Fourth Industrial Revolution in the Colombian financial sector for to propose adaptations to the digital strategy and the administration of human talent.Publicación Análisis del uso de social media como estrategia de marketing por las marcas de lujo(Universidad EAFIT, 2014) Granada Palacio, Ana Catalina; Fernández Geale, Juliana; Uribe de Correa, Beatríz AmparoLas redes sociales digitales hoy en día son una herramienta de marketing utilizada por muchas empresas -- Este estudio analiza la intensidad del uso de Social Media por las diferentes empresas del sector de lujo en el mundo -- Se definieron algunas variables agrupadoras que permitieran estudiar el comportamiento de dichas empresas e identificar posibles relaciones con el uso e intensidad de Social Media -- Los resultados muestran que las grandes empresas son más activas en las redes sociales, mientras que las pequeñas y medianas empresas tienen una participación más moderada -- Igualmente se identificaron tendencias de mayor participación en las diferentes redes sociales, de acuerdo al subsector al que pertenece cada empresa de lujoPublicación Análisis dogmático de los Smart Contracts dentro de los sistemas normativos. Criterios para su implementación(Universidad EAFIT, 2022) Díaz Bolívar, Víctor José; Restrepo Hoyos, Tomás; Echavarría Dapena, AlejandroTechnology has always been present in human life as a facilitator and optimizer of processes, including legal business. Since the creation of Bitcoin in 2009 and the consequent implementation of the Blockchain as an emerging technology based on chain approvals, multiple uses have been derived from it, whether for the creation of applications, efficiency in business models or processes, electronic payments, or the conclusion of smart contracts. However, the latter has been the object of analysis due to their particular importance and transcendence in how negotiations, agreements, pacts, or any relationship derive in a contract's conclusion. In this sense, from a legal perspective multiple challenges have been established regarding the regulation and adoption of smart contracts. So far, this topic continues to lack normativity due to the difficulty of the application of the current theory of legal business in relation to Smart Contracts. In the present investigation, a historical recount of some figures and/or elements that gave rise to the creation of the Smarts Contracts will be carried out. Therefore, a specific definition of concepts such as Bitcoin, Blockchain, and Ethereum, among others, will be made to understand the emergence of smart contracts and how they work. Likewise, the Smart Contract concept will be specified, and its usefulness and practical application will be determined. Additionally, a comparative study between these and traditional legal businesses will be carried out to observe, based on their legal nature, whether or not they meet the minimum requirements for a contract agreement to exist legally. On the other hand, this paper shall conduct a study of the current foreign regulations on Smart Contracts, in order to determine how they have been implemented within foreign legal systems. Likewise, the advantages and disadvantages that the implementation of this new contracting modality may bring will be identified. Finally, together with a comparative law analysis of some of the different international legal systems that enshrine the issue of smart contracts, this paper will determine the possible solutions for the implementation and regulation of smart contracts within the domestic legislation.Ítem Análisis investigativo: Desarrollo de tecnologías web para el mejoramiento global de las Pymes en Colombia(Universidad EAFIT, 2008) Sánchez Henao, Sergio Andrés; Ramírez Pineda, DianaÍtem Análisis y proposición de una alternativa para medios de pagos electrónicos en Colombia(Universidad EAFIT, 2006) Álvarez Builes, Juan David; Daza Rojas, Ricardo; Sosa, Juan CarlosPublicación Análisis y propuesta de mejora del proceso de ciclo contable para una empresa de e-commerce en Colombia(Universidad EAFIT, 2024) Múnera Cardona , María Camila; Sánchez Cogollo, María José; Montoya Hernández, Ángela; Giraldo Hernández, Gina MaríaPublicación Aplicación de la metodología Canvas para la generación del modelo de negocio para una agencia de propuestas de matrimonio(Universidad EAFIT, 2016) Sánchez Cortés, Pablo Andrés; Álvarez Barrera, Claudia PatriciaLa propuesta de matrimonio es un hecho de vital importancia para las parejas que planean casarse -- Para las mujeres, es trascendental que su pareja les proponga matrimonio de una manera creativa, romántica e impactante, ya que es un recuerdo que permanecerá para toda la vida, mientras que para los hombres, que por tradición son quienes proponen matrimonio a sus parejas, puede ser tortuoso y complicado encontrar y desarrollar una buena idea para la propuesta -- “Cásate Conmigo” es una empresa de comercio electrónico Bussiness to Customer (B2C), que ofrece servicios para idear, proponer, planear y ejecutar ideas de matrimonio innovadoras y personalizadas -- En la presente investigación se presenta la construcción del modelo de negocio para la empresa “Cásate Conmigo” -- A través de la metodología Canvas, se identifica cómo esta compañía crea, distribuye y capta valor de sus clientesPublicación Atributos de evaluación de los compradores en línea de café del área Metropolitana de Medellín(Universidad EAFIT, 2022) Echeverri Moreno, Sebastián; Botero Cardona, Andrés; La Tienda del CaféCoffee is one of the most popular beverages in the world and its consumption is growing every day. E-commerce has transformed consumer behavior, and the purchasing process has evolved the same way; hence, the importance of understanding the way in which the buyer makes the purchase decision online. This research determines the main attributes that a consumer in Medellin, Colombia, evaluate before making a coffee purchase decision online and how each attribute participates on it. For this purpose, the behavior and interaction with the main attributes of the main coffee e-commerce in Colombia has been analyzed. The data has been collected through observation and purchase analysis with the help of an Eye Tracker, and then through semi-structured interviews with more than 14 participants. The results have revealed the evaluation attributes of a consumer when making the purchase decision through a coffee electronic commerce platform. The results of this research are a useful tool for companies that produce and/or distribute coffee products that have online selling as one of their main distribution channels or plan to have it in the future.Publicación Buenas prácticas del marketing digital para empresas de alimentos preparados a domicilio en Pereira(Universidad EAFIT, 2022) Juvinao Julio, Carlos Daniel; Lozano Wallens, Luis Miguel; Acevedo Mejía, Érika Cristina; Arjona Molina, MateoIn Colombia, the survival rate of enterprises is approximately 30%, it means, of every 10 companies that are opened in the country, seven are closed within five years. Particularly, in the case of the gastronomic sector, 30,000 establishments have been closed in Bogotá after the Health Emergency experienced in 2020 and so far in 2021. In a world of constant change, companies must know new ways to improve their processes to be competitive, profitable and guarantee long-term sustainability. For this reason, it is important to know concepts such as marketing to study the relationship between the company and the client. One of the most relevant sectors for the economy of the region and the country is food and specifically for this study we worked with prepared food companies with home delivery, analyzing their successes and failures, with the aim of identifying good practices of the use of digital marketing in each of their companies as a tool to improve their business process. Thus defining possible actions that allow companies the possibility of attracting customers, developing their ideas and retaining them through Digital Marketing strategies, allowing them to achieve business objectives and not fail in their business development. An exploratory and qualitative methodology was used, via in-depth interviews with entrepreneurs or administrators and observations on digital social networks. Through the results obtained, a consolidated set of practices was provided that facilitated the use of digital marketing in companies in this sector.Publicación Buenas prácticas y lecciones aprendidas en la gerencia de un proyecto de comercio electrónico para un retail en Perú, a partir de los dominios de desempeño establecidos por el Project Management Institute (PMI)(Universidad EAFIT, 2024) Suárez Selemin, Nathalia; Díez Benjumea, Jhon Miguel