Digital Marketing: The Role of Technological Readiness and Trust

Egidio P.R.; Ysabel T.T.S.; Richard A.C. · Revista Venezolana de Gerencia (2026) · DOI: 10.52080/rvgluz.31.114.3

Resumen

This study analyzes the role of technological readiness and trust in digital marketing. Specifically, it examines how these factors influence the intention to use technology and the adoption of digital tools within a sample of restaurants in Iquitos. Data were collected from 244 owners and managers, and structural equation modeling showed good fit after respecification (χ²(17) = 43.1, p < .001; CFI = 0.934; RMSEA = 0.079; SRMR = 0.064). Technological readiness (β = 0.35, p = 0.019) and trust (β = 0.35, p = 0.014) significantly increase the intention to use technology, which in turn predicts digital marketing implementation (β = 0.16, p = 0.020). Although some factor loadings and reliability coefficients were low, they were retained for theoretical relevance. The study integrates technological and behavioral factors, providing practical guidance for digital transformation and economic strengthening of small service businesses.

Instituciones: Universidad Nacional Mayor de San Marcos; Universidad San Ignacio de Loyola; Universidad Privada del Norte