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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.
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