The globalization and the growing speed of information circulation around the world, generated as increasing competitiveness in the global business market, calling for companies to have lower costs, more features and greater ranges. Another important point is also the lack of time for individuals constituents of modern societies, which demands more practical, fast and functional, services and means of access. Adding to this, the growth of the internet over the world, and its presence each day more deeply in the daily lives of most cities, the focus of this study was to identify factors, values and beliefs that permeates the thoughts of consumers and influence their decisions within the use of the internet. Also, once identified these factors, this study proposes to define potential marketing strategies capable of reducing the resistance of using the web as a mean of access to services offered by banks. The results were relevant and provided important information about consumer’s behavior.