Vol. 35 (2025): Volumen 35
Artículos de Investigación

Uso de plataformas digitales y percepción de rentabilidad de las empresas del sector restaurantero en Jalisco, México (2019-2022)

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  • Alfonso Navarro Benavides,
  • Ricardo Arechavala Vargas
Alfonso Navarro Benavides
Universidad de Guadalajara, ITESO
DOI: https://doi.org/10.15174/au.2025.4361

Publicado 2025-12-10

Cómo citar

Navarro Benavides, A., & Arechavala Vargas, R. (2025). Uso de plataformas digitales y percepción de rentabilidad de las empresas del sector restaurantero en Jalisco, México (2019-2022). Acta Universitaria, 35, 1–17. https://doi.org/10.15174/au.2025.4361

Derechos de autor 2025 Alfonso Navarro Benavides, Ricardo Arechavala Vargas

Creative Commons License

Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.

Resumen

La presente investigación identifica variables que influyen en la rentabilidad de los restaurantes que utilizan plataformas digitales (ej., Uber Eats, Didi, Rappi, entre otras) en el estado de Jalisco, México. La fuente de datos es la Encuesta a Restaurantes sobre el Uso de Plataformas Digitales (2019-2022) elaborada por el Instituto de Información Estadística y Geográfica de Jalisco (IIEG), que contempla la crisis del covid-19. Se modelaron funciones Logit y Probit en las que la variable dependiente representa la percepción de aumento de la rentabilidad, lo que permitió identificar las variables principales que influyen directamente en dicho resultado. Los principales hallazgos sostienen que es más probable el incremento de la rentabilidad en restaurantes que usan plataformas digitales cuando una proporción importante de sus ingresos provienen de la venta a través de estas plataformas y del aumento en los precios.

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