Technological Adoption and Structural Transformation in Mexican Family-Owned High-Frequency Retail Stores

Mauro Rodriguez Marín; Miguel Angel Lopez Lomeli; José Sánchez-Gutiérrez

Autores/as

Mauro Rodriguez Marín Instituto Tecnológico y de Estudios Superiores de Monterrey https://orcid.org/0000-0003-3003-8686
Miguel Angel Lopez Lomeli Universidad de Guadalajara-CUCEA https://orcid.org/0000-0003-0573-3425
José Sánchez-Gutiérrez Universidad de Guadalajara (México) https://orcid.org/0000-0002-0120-7201

Palabras clave:

Transformación digital, Empresa familiar, Adopción de tecnología, Digitalización del comercio minorista, Resiliencia organizacional, PYME

Resumen

Este estudio analiza cómo la adopción tecnológica contribuye a la transformación estructural de las tiendas minoristas de alta frecuencia de propiedad familiar en México. El estudio utilizó una encuesta cuantitativa aplicada a 126 tiendas de alta frecuencia en el Área Metropolitana de Guadalajara. Los datos se analizaron mediante Modelado de Ecuaciones Estructurales (SEM). El estudio muestra que estas tiendas operan en un equilibrio entre tradición y modernización, donde la tecnología no reemplaza el modelo familiar, sino que lo transforma. El menor nivel de alfabetización digital, en comparación con la alta percepción del desempeño empresarial, confirma que su fortaleza actual sigue arraigada en las relaciones sociales, la gobernanza informal y la interacción cercana con el cliente, mientras que la adopción tecnológica representa la siguiente etapa en su evolución estructural. Por lo tanto, el título se conecta directamente con el hallazgo central: las tiendas de alta frecuencia están transitando de un modelo puramente relacional a uno híbrido, en el que las empresas familiares integran progresivamente capacidades digitales sin perder su esencia comunitaria, redefiniendo el futuro del comercio minorista mexicano a través de la resiliencia, la inclusión social y la innovación gradual.

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