Marketing digital: El rol de la preparación tecnológica y Confianza

• Egidio Peixoto Rodriguez https://orcid.org/0000-0003-4707-4552
• Sara Ysabel Tupac Travezaño https://orcid.org/0000-0002-1610-8900
• Richard Aguirre Camarena https://orcid.org/0000-0002-3435-067X

Palabras clave: preparación tecnológica confianza, intención de uso de la tecnología, marketing digital

Resumen

Este estudio analiza el rol de la preparación tecnológica y la confianza en el marketing digital. Específicamente, se examina cómo estos factores influyen en la intención de uso de la tecnología y la adopción de herramientas digitales en una muestra de restaurantes de Iquitos. Se encuestó a 244 propietarios y gerentes, y el modelado de ecuaciones estructurales mostró buen ajuste tras la respecificación (χ²(17) = 43.1, p < .001; CFI = 0.934; RMSEA = 0.079; SRMR = 0.064). La preparación tecnológica (β = 0.35, p = 0.019) y la confianza (β = 0.35, p = 0.014) aumentan la intención de uso, que predice la implementación del marketing digital (β = 0.16, p = 0.020). Aunque algunas cargas factoriales y fiabilidades fueron bajas, se retuvieron por relevancia teórica. El estudio combina factores tecnológicos y conductuales, ofreciendo orientación práctica para la transformación digital y el fortalecimiento económico de pequeñas empresas de servicios.

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