La presente investigacion se propuso como objetivos definir un perfil general del consumidor electronico posgraduado e identificar las caracteristicas asociadas al consumo electronico, asi como las dificultades percibidas por los consumidores. Se trabajo con una muestra de 167 estudiantes de postgrado, clasificados en dos grupos: Consumidores Electronicos (56,6% mujeres y 43,4% hombres) y No Consumidores Electronicos (64,4% mujeres y 35,6% hombres). Los datos se recopilaron a traves de dos escalas: Intencion de consumo y Consumo electronico. Los resultados evidencian que la mayoria de los posgraduados (73%) son consumidores electronicos, en su mayoria entre 20 y 29 anos de edad y de niveles socioeconomicos de intermedio a alto. Los medios de pago preferidos son la tarjeta de credito y la giftcard, dejando en un segundo plano las formas de pago mas tradicionales. Por otra parte, el fin comercial de los sitios de Internet no pareciera asociarse a la conducta de consumo, y quienes no son consumidores son personas que, aun habiendo logrado la transicion tecnologica, no concretan las transacciones comerciales en linea. Las principales dificultades del comercio electronico percibidas por los consumidores son aquellas asociadas a (i) los procedimientos del control cambiario y (ii) la entrega de los productos. Palabras clave: Consumo electronico, comercio electronico, perfil de consumidor, negocios electronicos. Abstract The graduate students as electronic consumers This research had as objectives establish a general profile of the graduate electronic consumer and identifying characteristics associated with electronic consumers as well as the difficulties perceived by consumers. The sample consisted in 167 postgraduates students, classified in two groups: electronic consumers (56,6% women and 43,4 % men) and No Electronic Consumers (64,4% women y 35,6% men). The data collection was done by two scales: Consumer Intention and Electronic Consumer. The results show that most of postgraduates (73%) are emerging electronic consumers with prevalence of men, mostly between 20 and 29 years of age and socioeconomic levels from intermediate to high. The preferred payment methods are credit card and gift-card, leaving in the background the more traditional payment methods. While the commercial purposes of the Web sites do not seem related to consumer behavior, and nonconsumers are people who, although having achieved the technological transition, not closed the business online. The main difficulties perceived by electronic consumers are those associated with (i) exchange control procedures and (ii) products delivery. Key words: Electronic consumers, e-commerce, consumer profile, e-business.