Texture problem

I have a question: My textures all display fine, BUT i feel there is to much shine. what I mean by shine is for example when viewed from top or an elevated view, the shine is so much that you barely see the colour. There is a difference between shineyness and glossiness?. My question is this:
what is the most important setting and what control the shineyness and/or my problem I have?:
a) the alpha channel?
b) glossiness (in gmax)
c) Specular level (in Gmax)
and then what is the specular level exactly?
what is the most important setting and what control the shineyness and/or my problem I have?:
a) the alpha channel?
b) glossiness (in gmax)
c) Specular level (in Gmax)
and then what is the specular level exactly?