Dinámicas de Transformación de los Modelos de Negocio en el Ecosistema Deportivo Digital
DOI:
https://doi.org/10.5281/zenodo.23104713Palavras-chave:
Comercio electrónico deportivo, Marketing electrónico, Comercio minorista omnicanal, E-marketplaces, E-sports, Realidad virtual, Analítica de datosResumo
El estudio tuvo como objetivo analizar la transformación de los modelos de negocio dentro del ecosistema deportivo digital, con especial énfasis en el papel del comercio electrónico y el marketing digital en la gestión deportiva contemporánea. Para ello, se realizó una revisión sistemática de la literatura con un enfoque integrador y se siguió el protocolo PRISMA. La búsqueda bibliográfica abarcó las bases de datos Scopus, Web of Science y ScienceDirect durante el período 2010–2026, con una actualización realizada antes de la finalización del manuscrito para incorporar las publicaciones de 2026 que cumplían con los criterios de inclusión. La revisión sistemática analizó 50 estudios seleccionados de acuerdo con el protocolo. Asimismo, la literatura teórica y metodológica sirvió de sustento para el marco conceptual y el diseño de la investigación.
Los resultados revelan una transición que se ha consolidado a lo largo de varios años, a medida que los modelos tradicionales han dado paso progresivamente a configuraciones más digitales y, en muchos casos, híbridas. Las plataformas sociales, el comercio en vivo, la analítica de datos y las experiencias inmersivas contribuyen a esta reconfiguración. Otro hallazgo destacado se relaciona con la interdependencia entre las dimensiones tecnológica, comercial y relacional. En lugar de evolucionar por vías independientes, estas tres dimensiones se entrelazan y, en última instancia, transforman la manera en que el sector deportivo crea y captura valor.
La principal contribución del estudio radica en la construcción de un marco conceptual sistémico diseñado para articular estas dimensiones, dado que la literatura ofrece predominantemente perspectivas fragmentadas que examinan cada aspecto de manera independiente. El marco propuesto proporciona una herramienta analítica para examinar tanto las oportunidades como los riesgos asociados al comercio electrónico en el sector deportivo, con especial relevancia desde una perspectiva latinoamericana.
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Copyright (c) 2026 Edy Lorena Burbano-Vallejo, Álvaro Andrés Coral-Vallejo, Julián Eduardo Castillo Prado, Carolina Daza Escobar, Claudia Andrea Duque Castillo
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