Evaluación de factores que inciden en la adopción de plataformas de comercio electrónico por parte de empresas madereras en Colombia

Abstract

Electronic commerce (EC) comprises the set of tools that companies implement to offer their products and services through virtual channels, allowing them to develop more competitive strategies in the market. Several studies have shown that there are factors within the technological, organizational, and environmental context (TOE model) that influence the business decision to adopt or not adopt EC. Although studies on the use of EC in the forestry sector are scarce, existing ones show that its adoption improves business productivity by facilitating access to new markets and fostering innovation. In Colombia, the wood market presents a negative trade balance and a low level of technological development, despite its high potential. This study evaluated the factors that influence the adoption of EC by wood-based companies in Colombia. To this end, a multi-phase scale-based analysis of complex phenomena was applied, consisting of three stages: factor identification, scale development, and evaluation. The identification of factors was carried out through a bibliometric analysis, while the scale was developed by applying 44 surveys to companies registered on the Elija Madera Legal platform, belonging to the five main wood-supplying departments in the country. Based on the survey results, an Electronic Commerce Adoption Index (ECAI) was constructed using Principal Component Analysis (PCA) and a logistic regression model. The study enabled the design of a construct based on the prioritization of 11 factors, among which Relative Advantage, Effort Expectancy, Technological Integration, Regulatory Environment, and Security Mechanisms proved to be the most influential in EC adoption. It was also observed that micro and small enterprises show a greater willingness to adopt EC compared to medium and large companies. These findings are relevant for decision-making in both business and public policy formulation in the forestry sector.