RESUMO
Este trabalho tem como objeto de estudo a percepção de consumidores com relação a serviços online de corretoras de valores (home brokers). Com base no modelo proposto por Balasubramanian, Konana e Menon (2003), foram analisados os efeitos que diversos construtos relevantes para o consumo de serviços financeiros online (confiança, competência operacional, disposição para a confiança e segurança ambiental percebida) possuem sobre a satisfação dos consumidores ao utilizarem serviços de home broker. Foi elaborado um questionário com escalas existentes na literatura para medir os construtos propostos e analisadas suas relações no contexto brasileiro via equações estruturais. Os resultados apontam forte relação entre a segurança e a competência operacional percebidas, indicando também que a confiança impacta significativamente o grau de satisfação de consumidores brasileiros quando utilizam serviços financeiros online.
Palavras chave:
Home broker; Confiança; Satisfação; Investidor online; Serviços financeiros
RESUMEN
Este trabajo tiene como objetivo estudiar la percepción de los consumidores sobre los servicios de Agencias Inmobiliarias online (home brokers). Con base en el modelo propuesto por Balasubramanian et al. (2003), se analizaron los efectos que varias variables relacionadas con el uso de servicios financieros online (confianza, competencia operativa, la disposición a confiar y la percepción de seguridad ambiental) tienen sobre la satisfacción del consumidor al utilizar servicios de home broker. Se elaboró un cuestionario con escalas existentes en la literatura para medir los constructos propuestos y sus relaciones se analizaron en el contexto brasileño a través de ecuaciones estructurales. Los resultados muestran una fuerte relación entre la percepción de seguridad y la percepción de la competencia operativa, indicando además que la confianza influye significativamente en la satisfacción de los consumidores brasileños cuando utilizan servicios financieros online.
Palabras clave:
Agencia Inmobiliaria; Confianza; Satisfacción; Inversores online; Servicios financieros
ABSTRACT
This paper evaluated consumers’ perceptions of Brazilian Home Broker services in the online environment. Based on the model suggested by Balasubramanian, Konana and Menon (2003), the effects of relevant online consumer behavior constructs on customer satisfaction with the service were analyzed. Constructs such as perceived operational competence, willingness to trust and perceived environmental security were employed, in a model fully mediated by trust. A questionnaire with scales previously used in literature was employed to measure the relevant constructs and structural equations applied to analyze the relationships found. Results show a strong relationship between perceived environment security and perceived operational competence, indicating that trust formation precedes satisfaction in online financial services transactions within the Brazilian context.
Keywords:
Home broker; Trust; Satisfaction; Online investor; Financial services
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Processo de avaliação: Double Blind Review
ANEXO A
Datas de Publicação
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Publicação nesta coleção
Apr-Jun 2014
Histórico
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Recebido
28 Nov 2012 -
Aceito
30 Jun 2014
