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Introduction : In the current business context, a business must position itself a most effective way before its customers, this is why companies of different types and sizes are integrating e-commerce into their business processes. But as any commercial activity is not free from inconveniences, which in some way can inhibit its use, therefore, from the point of view of technological acceptance this study intends to contribute with empirical evidence of variables associated with it, including the inclusion of perceived trust and control and a multi-group analysis to see in greater detail the possible influence of gender. Method: The procedure consisted of a review of the specialized literature on technological acceptance, trust and perceived control in the use of the Internet as a means of purchase, to justify the hypotheses and design a questionnaire. The data were collected in the south-central area of the state of Tamaulipas, Mexico, through a sampling for convenience. 234 questionnaires were applied to individuals greater 18 years old. For its analysis, the statistical technique of partial least squares (PLS) was applied, in addition to a technique of modeling structural equations based on the variance that allows testing and validating the proposed model. Results: Evidence indicates the relevance of purchasing behavior and its intention as a precedent for the adoption of electronic commerce. In addition, trust is the antecedent of the intention to use e-commerce and influences on the perceived utility, while perceived control positively influences both ease and intention of use. On the other hand, the multi-group analysis indicates the lack of significant differences in opinions by gender. Discussion or Conclusion: Trust and perceived control are variables to be considered since they can have a relevant influence on the intensity of current use or use of e-commerce. However, results show the existence of areas of opportunity in business required for the creation or improvement of sale activities, products or services operations made through this technological medium.

La confianza y el control percibido como antecedentes de la aceptación del e-commerce: Una investigación empírica en consumidores finales