The Development of E-Trust: An Analysis of The Roles of Variables Related to The Brand, The Internet users and The Website

Most of researches relatives to the different antecedents of the e-trust does not take into account the dynamic nature of e-trust as well as the important role of the characteristcs of the brand and the product's attributes. Thus and in a perspective that combines websites-related elements, the brand equity-related elements and the characteristics of Internet users, this research attempts to provide some answers concerning the favorable elements to the development of e-trust.An empirical study conducted on the websites of cosmetics products showed that the brand equity-related elements, particularly the brand loyalty, the brand awareness/attention and the brand perceived quality, have positive and significant influences on the e-trust development. It showed, furthermore, that the characteristics of the website, or more exactly the quality of the services provided by these websites, play crucial roles in the e-trust development. It showed, finally, that in an advance stage of the e-trust relationship, the characteristics of Internet users play moderating roles in the relationship between the e-trust and e-service quality.