Análisis de los hábitos de consumo y la transformación digital en el sector servicios de la ciudad de cuenca en el año 2024

Abstract

Abstract: The main objective of this research was to analyze consumption habits and digital transformation in the service sector of the city of Cuenca in 2024. The methodological design used corresponds to a quantitative approach with a descriptive, non-experimental scope; the subject of the study is the EAP of the city of Cuenca. The data collection technique was a survey, aimed at the baby boomer, generation X, millennial, and generation Z generations. The main results were that the digital transformation in the service sector produces changes in consumption habits, especially for the so-called "millennial" and "generation Z" generations; this is due to social media, which is a means of communication and information with a great impact on online shopping. Furthermore, it was assessed that several economic activities (CIIU) in the service sector do not have the same scope in the use of digital applications. Finally, the factors that influence the online shopping experience for consumers were revealed, which allowed for the establishment of possible improvement strategies.