Determinantes del gasto en e-commerce debido al COVID-19: un análisis empírico para los micronegocios en Monterrey, México

The objective of this article is to analyze the determinants that affect the spending incurred by the micro-businesses of Monterrey in Mexico, to establish their business model in e-commerce at the beginning ofthe COVID-19 pandemic. A sample of 661 microentrepreneurs is used during the second quarter of 2020. With the information collected, a censored Tobit model with corner solution is made, which allows toexplain the factors that influence the spending of a digital platform to carry out the e-commerce of micro-businesses affected by the pandemic. The results show that the particular characteristics of theowners (age and gender) and their structural characteristics of these businesses (seniority, security, clients and utility) significantly impact the probability of digital platform acquisition expenses, to carry out thee -commerce of your products and services.