La innovación de las plataformas digitales, el comportamiento del consumidor y las tendencias de la compra en línea antes, durante y después del Covid-19

María Paz Cerón Carrera; María Fernanda  Paredes

doi:10.18272/USFQPRESS.m98

The innovation of digital platforms, consumer behavior, and online purchasing trends before, during, and after covid-19

Authors

María Paz Cerón Carrera

Universidad San Francisco de Quito

https://orcid.org/0000-0002-7275-2987

María Fernanda Paredes

Universidad San Francisco de Quito

https://orcid.org/0000-0003-0492-035X

DOI: https://doi.org/10.18272/USFQPRESS.m98.c501

Synopsis

This study aims to analyze, from a communication perspective, the way in which organizations changed their business models and adapted to digital environments. The current Covid-19 health context opened new spaces for convergence, in which platforms offering online shopping services found a business opportunity, transforming consumer behavior. New generations are undoubtedly the ones most closely connected to emerging technologies.

However, during the pandemic, we faced an abrupt change in consumer behavior on digital platforms as a result of the emergence of Covid-19. Rapid action became imperative in order to respond effectively to consumers turning to digital shopping. This was the case of the Ecuadorian company Tipti S.A., dedicated to the commercialization of supermarket products through digital platforms and home delivery services, which underwent a significant adaptation during the first days of lockdown in Ecuador.

Author Biographies

María Paz Cerón Carrera , Universidad San Francisco de Quito

She graduated Magna Cum Laude in Communication, with a minor in Advertising, from Universidad San Francisco de Quito (USFQ). She currently works as a UX/UI Analyst at Datafast, where she is the lead designer of TenTén, a card payment application. In this role, she has led the implementation of Tap to Phone, making TenTén the first app in Latin America to incorporate this solution with the backing and certification of Mastercard. Her work contributes to innovation in digital payment systems and the development of user-centered financial experiences.

María Fernanda Paredes, Universidad San Francisco de Quito

Professor at Universidad San Francisco de Quito (USFQ). She holds a Master of Business Administration with a specialization in Institutional Communication and Advertising from the University of Palermo (Argentina), and a Bachelor’s degree in Organizational Communication and Public Relations, awarded cum laude, from Universidad San Francisco de Quito (USFQ).

She is a business consultant, academic panelist, and conference speaker, with publications in academic journals and conference proceedings at both national and international levels. Her research and conference work focus on digital communication, organizational communication, image, and reputation.