If you think about what's happening, it makes perfect sense. You're using a Blinn material, so your surface is shiny. The fact that part or all of it might be transparent doesn't automatically make the shine go away. Unlike SL's ridiculously primitive texturing engine, Maya employs a fully functional material shader system, with individual channels controlling literally dozens of properties, besides just color and transparency.
In real life, a material can be both transparent and shiny at the same time. The same is true in Maya. If you want some part of the surface to be less shiny than some other part, you have to tell Maya that that's what you want. And the way you do that is -- you guessed it -- with alpha mapping.
(Once again, this is one of the reasons I constantly harp about how foolish and shortsighted it is for anyone not to learn to use alpha channels. They're the very basis of graphics, and are used for all sorts of things besides just transparency. Those who shy away from them will NEVER be able to do very much. Anyone who wants to do anything of much importance with digital art MUST learn to embrace alphas.)
The primary channels which control a Blinn's apparent shininess are reflectivity and specularity. If you leave those channels unmapped, then every part of the material, including the transparent parts, will be just as reflective and just as specular as every other part. Hence, the whole surface appears to be shiny.
Right now, your alpha channel from your TGA is controlling the transparency of your material. Maya does this by default with 32-bit TGA's. The image's alpha channel won't control any of the material's other channels unless you tell it to. So, if you want it to control shininess, you need to apply it the material's reflectivity and specularity channels.
There are a number of ways to do that. (Maya offers tons of ways to do every one thing.) I prefer the Hypershade (Window -> Rendering Editors -> Hypershade).
If you open up your Hypershade, and map your Blinn material, chances are you'll see just a few components. Attached to the primary Blinn shader node will be a file node, and attached to that will be a placement node. The file node is the active link between Maya and your actual texture file on your hard drive. The placement node controls how the texture image is mapped to the surface.
To view a node's parameters and properties, simply double-click on it. It will open up in the Attribute Editor.
For example, if you double-click on the placement node, it should look somewhat familiar to you. SL's texture tab in the editor window has many of the same parameters. You can't actually see nodes in SL, since it has no hypergraph or hypershade style interface, but all the in-world editor does is control the parameters of various nodes and node links, just like your Maya Attribute Editor is doing right now.
If you hover over the links between the file node and the shader node, you'll see they connects the file's color output to the material's color input, and the file's transparency output to the material's transparency inupt. This is why it's not affecting the shininess. All you've told it to do so far is control color and transparency, nothing else. To change that, we need to make some more connections.
To create connections between nodes in the Hypershade, simply middle-drag one node onto the other. Do this now. Middle-drag the file node onto the shader node. In the menu that pops up, click on Other, to open the Connection Editor.
On the left side of the Connection Editor, you'll see all of the file node's outputs. Notice outColor and outTransparency are in italics. That's because those two outputs are currently connected to something. On the right side are all the shader node's inputs. Notice color and transparency are also in italics, because they're also connected to something. Hover your mouse over the connections in the Hypershade window to see what's connected to what.
We want the image's alpha channel to control reflectivity and specularity. So, click on outAlpha on the left side, and then click on Reflectivity on the right side. outAlpha is now controlling reflectivity. Areas of the image that are black in the alpha channel can no longer reflect anything. Now click the little plus sign next to Specular Color, to expand the tree. With outAlpha still highlighted on the left, shift-click the three specular color channels, to form connections to them as well.
Do a test render, and you should now no longer see the transparent parts of the image appearing to be shiny.
Note, this was a fairly crude way of doing things. The instructions were just the simplest way I could think of to get you on the right path. There are far more powerful ways to proceed. Explore the Hypershade and Connection Editor in more depth. Also look into how to create PSD shader networks, which will allow you to use layers in a Photoshop file to control the channels of a material.
Also, be aware that pre-existing imagery from Photoshop or wherever is just one way to create maps. Another way to go is to use Maya's built-in procedural system. For example, connect a simple black/white ramp to a material's transparency channel, and you'll cause the surface to grade form transparent to opaque. You can do the same thing with black/white gradient alpha image, of course. But by doing it parametrically, you can change it on the fly, directly within Maya. So, for example, if you want the gradient to change over time, you can keyframe the color stops on the timeline, and watch the transparency change before your eyes when you play the animation. This particular example isn't directly applicable to SL, of course, but hopefully you're starting to see the potential.
Connect a noise node to a transparency input, and you can make a snow texture in about 2 seconds. Connect it to a bump channel, and you've got instant stucco or concrete. Tweak it a little, and you've got leather or plastic. Etc., etc., etc.
But that's just the very skin of it. Take a look at the amount of 2D and 3D texture nodes in the Hypershade's Create Nodes column, take into account the shear number of parameters they all have, think about how you can connect them not only to materials, but also to each other, and it's plain to see that the possibilities are endless. There are plenty of people who almost never use Photoshop texturing, instead preferring to create nearly everything parametrically right in Maya. And if you compare the results, you'd never know they weren't in fact using imagery. Parametric shaders are INCREDIBLY powerful. I encourage you to dive into them, experiment, read, learn as much as you can about them, and practice, practice, pratice.
Happy rendering.
