DIFERENTES COMPORTAMENTOS DOS USUÁRIOS DE PRODUTOS FINANCEIROS PELA INTERNET: UM ESTUDO EXPLORATÓRIO DIFFERENT FINANCIAL CONSUMERS BEHAVIOR INTERNET USERS: AN EXPLORATORY STUDY
The purpose of this study, was to verify and understand the consumer financial services behaviour in the internet environment. Consumers according Behavior Finance theories not always are rational in their decisions, sometimes affected by several other complex emotional issues and this is observed in the financial services and investment decisions. In this study we made a survey using as a sample high income class citizens of Rio de Janeiro, one of the major cities in Brazil, familiar with internet home banking operations. The results showed a different behaviour among the users, close related with the intensity of their involvement with the virtual world. This study was based in Lian and Lin (2008) online products purchase behaviour adapted for the brazilian financial service market.