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Abstract- Previous researches related to the trust concept have been rich in the field of e-commerce and few of them were
devoted to the comprehension of consumer behavior facing the trust in the case of informative website. Thus, this research
sheds light on the development of initial e-trust to content-based web sites, more exactly healthcare and wellness web sites,
and the effect of this trust on consumer behavioral intent. An online survey was conducted in order to validate a causal
model that explains the development of initial e-trust to content-based web sites by emphasizing the impact of disposition to
trust and e-service quality on e-trust and the impact of e-trust on behavioral intent.
Keywords- E-trust; Initial e-trust; Disposition to trust; E-service quality (ESQ); Behavioral intent
evolves over time and relation with partners, especially in (McKinght and al., 1998, p.477). It’s a stable trait of
Rempel and al. (1985) ; Lewicki and Bunker (1996) ; personality in time which manifest through different
Gharbi and al. (2003) ; Pennanen (2006) ; Akrout and situations (Sitkin and Pablo, 1992 ; Walczuch and al.,
Akrout (2010) researches. Thus, several types of trust 2001 ; Chouk, 2005 ; Kim and Tadisina, 2007).
associated with each phase of trust relationship have been McKinght and al. (1998) distinguish two dimensions of
identified: disposition to trust, faith in humanity and trusting stance:
1. During the first development phase of - Faith in humanity means “one assumes others are
relationship trust, called the exploration phase by Akrout usually upright, well meaning and dependable” (McKinght
and Akrout (2010) or the dissuasion phase by Lewicki and and al., 2002, p. 339).
Bunker (1996), partners discover and evaluate - Trusting stance means that “one believes that
expectations, needs and benefits of the relationship. At this regardless of whether people are reliable or not, one obtain
stage, trust is assimilated to calculative-based trust. This better interpersonal outcomes by dealing with people as
type of trust is motivated by functional interests (Gharbi though they are well-meaning and reliable” (McKinght and
and al., 2003) related to an economic comparison between al., 1998, p. 477).
relationship benefits and the loss of this relationship. According to Mayer and al. (1995); McKnight and al.
2. The second phase of relationship development, (1998 ; 2002), disposition to trust is expressed differently
called expansion phase (Akrout and Akrout, 2010), is from one person to another and it has a significant and
characterized by a deeper knowledge of each party of the direct effect on trust formation when the person has no
relation. At this stage, trust is assimilated to the prior information about his partner. Basing on works of
Knowledge-based trust which arises from experience and Gefen, 2000 ; McKnight and Chervany, 2002 ; Kim and
social interactions (Lewiki and Bunker, 1995 ; Shapiro and Tadisina (2007) ; Thompson and Jing (2007); Kantsperger
al., 1992) and allows to evaluate the trustworthiness of the and Kunz (2010), we propose our first hypothesis:
partner (Miller and Rempel, 2004). « disposition to trust has a positive impact on initial e-
3. At an advanced stage of the relationship, trust is trust».
described as an emotional state which manifests itself 2.3 E-SERVICE QUALITY
through the belief in the benevolence of the partner. At this E-service quality is the extent to which a website
stage, trust is assimilated to affective trust according to facilitates, in an efficient and effective manner, shopping,
Akrout and Akrout (2010) and to identification-based purchasing and delivering (Zeithaml and al., 2000). It’s
trust of needs, desires, preferences and partner also “the consumer’s evaluation of process and outcome
expectations according to Gharbi and al. (2003). quality of the interaction with a service provider’s
We conclude that previous researches define the concept electronic channels” (Gummerus and al., 2004).
of trust as a psychological state, a belief, an expectation, a According to Bressolles and Nantel (2007), the service
disposition to trust, or a willingness to depend on others quality delivered by an informative website is composed
and to be vulnerable. It is also considered as a process that by the following dimensions:
evolves over time and interactions between partners. In - The quality and quantity of informations.
order to not accentuate this divergence, we propose to - The ease of use.
focus on the formation of trust further to a first encounter - The design.
and interaction between users and the website. Thus, we - The security and privacy.
will be based on the foundation of the initial e-trust - The interactivity and la personalization.
paradox (McKnight and., 2002). Initial trust refers to “trust The e-service quality is an important antecedent of the e-
in an unfamiliar trustee, a relationship in which the actors trust. Indeed, the works of Grönroos and al. (2000);
do not yet have credible, meaningful information about, or McKnight and Chervany (2002); Corritore and al. (2003);
effective bonds with each other” (Bigley and Pearce, 1998 Gummerus and al. (2004); Zha and al. (2006); AL Dwairi
cited in McKnight and al., 2002). McKnight and al. (2002) and Kamala (2009); Ghane and al. (2011) showed that it
explain the initial e-trust formation by dispositions to trust positively influences e-trust. Similarly, Kasim and Ismail
without having enough credible information about others (2009) studied the positive and significant influence of
and by institution-based trust which refers to the beliefs of each e-service quality dimensions, especially ease of use,
the existence of certain favorable conditions (the example design, interactivity, personalization and security, on e-
of a legal environment) that help to create a trust climate. trust. In addition, Zarrai and Gharbi (2007) showed a
It excludes, therefore, all the prior experiences and significant and positive influence of the ease of use, the
knowledge. quality and quantity of information, the security, the
2.2 DISPOSITION TO TRUST design, the interactivity and personalization on e-trust.
“Disposition to trust is the extent to which a person Thus, we propose to test our second hypothesis which
displays a tendency to be willing to depend on others states that « the e-service quality has a positive impact
across a broad spectrum of situations and persons” on initial e-trust».
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2.4 E-TRUST CONSEQUENCES mentioned, firstly, that it is a first visit to the website, so,
E-trust seems to encourage positive attitudes towards solicited people who already know the site are requested
websites considered by McKnight and al. (2002) as being not to participate to our survey. Otherwise, those who wish
the intentions to engage in a trust relationship. Moreover, to participate are asked to participate only once. Besides,
the literature highlighted the main consequences of e-trust. we asked participants to do nothing in parallel during
It is mainly about the loyalty (Huang, 2008 ; Kassim and navigation experience, to dedicate all the time necessary to
Ismail, 2009), the purchasing intentions (McKnight and al., visit all the pages and sections of the site, and finally, to
2002 ; Yoon, 2002 ; Chen and Barnes, 2007), the intention explore all its features before answering the questionnaire
to use website (Hampton-Sosa and Koufaris, 2005 ), the by clicking on the link at the bottom of the message.
intention to revisit the site (Shankar and al., 2002; Liu and Consequently, we collected 350 answers from Internet
al., 2004 ) and the satisfaction (Taylor and Hunter, 2003 ; users with different socio-demographic profiles and
Gummerus and al., 2004). various socio-professionals categories.
Similarly, a confident and reassured website user is 3.1. MEASUREMENT SCALE
predisposed to interact with the site, to add it to the list of We used the scale of Bressolles and Nantel (2007) to
the favorite websites, to recommend it, to register to it and measure the e-service quality. It contains 16 items divided
to follow the advice recommended by this site. All these into 5 dimensions: 1) Quality and quantity of information;
intentions are considered by Bart and al. (2005) as the 2) Ease of use; 3) Design; 4) Security/privacy; 5)
different facets of behavioral intent. As consequence, we Interactivity/personalization. The scale of Teo and Lin
propose to test our third hypothesis which states that (2002) was used to measure the disposition to trust. It
« Initial e-trust has a positive impact on behavioral contains 11 items divided into 2 dimensions: faith in
intent». humanity and trusting stance. To measure e-trust, we used
the scale of McKnight and al. (2002) which contains 11
3. EMPIRICAL STUDY items divided into 3 dimensions: benevolence, integrity
To study the initial e-trust formation to content-based and competence. Finally, we used the scale of Bart and al.
website, we decided to get closer to the reality of the (2005) to measure behavioral intent which has been
conditions of its formation by adopting the method of an adapted. It should be noted that participants were asked to
online survey with real conditions of navigation. Besides, evaluate each item according to 5 likert-type scale.
in order to facilitate the investigation and move towards a 3.2. THE VALIDITY OF THE MEASUREMENT
large number of targets, we chose health and well-being MODELS
websites which contain the maximum of information In order to evaluate the factorization of the data and the
relative to the health, to the nutrition, to the education, to reliability of the measurement scales of e-service quality,
the family, to the psychology, advices of beauty and e-trust, disposition to trust and behavioral intent, we
fashion, etc. The choice of the site object of the survey was conducted an exploratory factor analysis (EFA) by using
made in two steps. We selected, first of all, health and principal components analysis (varimax rotation). The
well-being websites which are unknown because the results of the EFA were, then, subjected to a second
objective of our research is to study the initial e-trust confirmatory factor analysis (CFA) with the structural
formation. This selection follows a number of criteria : (1) equations method. We used the Maximum Likelihood
Interactive websites that allow the personalization of method (ML) which related to the multi-normality of
services and contain tools ensuring security of privacy ; (2) variables. In the case where this condition was not
Websites written and signed by professionals and experts respected, we used solutions recommended by Akrout
of health and well-being ; (3) Websites with fairly sober (2010). It’s about eliminating, first of all, the observations
background that contain photos, video and information. with the highest Mahalanobis distance. If the problem of
They do not contain, in addition, a lot of advertisements the deviation from the normal distribution persists, we will
which can disturb or interrupt the user navigation. Then, proceed with the Bollen-Stine Bootstrap procedure.
we turned to a group of experts. We asked them: (1) to The purpose is to compare the difference between the Chi-
verify the coherence between websites selected and the square probabilities of the model without bootstrap and
aims of our study; (2) to make sure of technical and with bootstrap. If the difference is insignificant, then the
functional aspects of the websites; (3) finally, to check the violation of the normal distribution will not affect the
relevance and credibility of the informations delivered by results. Besides and in order to make sure of the stability
websites. The experts chose with unanimity the site of data, we will verify the values of parameters estimated
www.passeportsante.net. Consequently, this site by the ML method and the bootstrap (N=250) procedure. If
constitutes the site object of our online survey. We invited the differences are less than 0.01, then the ML results will
Internet users to participate to the online survey by be interpreted. Otherwise, it will be the results of the
postulating e-mails and messages on social networks. We bootstrap that will be interpreted.
3.2.1 Measure of e-service quality
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We conducted a CFA in addition to an EFA (Appendix 1, the structure of the e-trust model converges to a superior
Table 1) on the ESQ scale. The results indicate that the order and this structure has a good fit (Appendix 3, Table
proposed model present a good index fit (Appendix 1, 15). Finally, the tests of reliability and validity confirm the
Table 2). We examined the reliability in a confirmatory second-order factor of the e-trust.
level and the convergent and discriminant validity of each Measure of behavioral intent. We conducted a CFA in
dimension of ESQ (Appendix 1, Table 3 and 4) according addition to an EFA (Appendix 4, Table 16) on the
to Fornell and Larcker (1981) approach. It should be noted behavioral intent scale. The results of the CFA revealed
that the superior order of the ESQ is justified by many that the item INTENT1 has a value of SMC less than 0.4.
researchers, in particular Bressolles (2006). Besides, the This item has been eliminated. After purification
comparison between the first-order model and the second- (Appendix 4, Table 17), the scale become exactly
order model in term of the Target Coefficient Index TCI identified (three items), which means that it contains
([157,671/160,329] = 0.9834) reveal that 98.34% of enough information to estimate the parameters. The
covariance between first-order factors can be explained in reliability and the convergent validity of the scale are
terms of second-order factors. Therefore, the model satisfactory.
structure of ESQ converges to a higher order. The second- 3.2.4 Causal model and hypothesis validation
order structure of ESQ presents a good goodness of fit The goodness-of-fit test for the causal model is presented
(Appendix 1, Table 5). Furthermore, the tests of reliability in Appendix 5, Table 18. The Values of GFI, AGFI, TLI
and the convergent and discriminant validity confirm the and NFI are acceptable. The RMR and RMSEA values are
second-order structure of the ESQ. Consequently, we will low. The model satisfies the conditions of parsimony with
use this structure in the establishment of our causal model. a Chi-square/df value of 2.771. We note that we used the
3.2.2 Measure of disposition to trust Bootstrap (N=250) procedure in order to test the
We conducted a CFA in addition to an EFA (Appendix 2, robustness of the model and to solve the deviation from the
Table 6) on the disposition to trust scale. The findings of normal distribution (the Mardia index is higher than 3).
the CFA reveal that the measurement model of the Using AMOS.20, we tested the proposed hypotheses by
disposition to trust presents a satisfactory index of fit analyzing the relationship between the constructs of our
(Appendix 2, Table 7). Besides, the scale is reliable and model. The results of table 19 indicate that the disposition
valid (Appendix 2, Table 8 and 9).The correlation between to trust and the e-service quality have positive and
the two dimensions, trusting stance and faith in humanity, significant impact on the e-trust. In addition, the e-trust has
is equal to 0.704. Furthermore, the TCI is equal to 1 a positive and significant impact on behavioral intent.
([29,682/29,682]). Thus, 100% of covariance between the Thus, the three hypotheses of our research are validated.
first-order factor can be explained by the second-order
factors. Therefore, the structure of the ESQ model 4. CONCLUSION AND DISCUSSIONS OF
converges to a superior order.This structure presents a RESULTS
good fit (Appendix 2, Table 10). Besides, the tests of
We tried throughout this study to provide answers
reliability and the convergent and discriminant validity,
concerning : (1) The formation of the initial e-trust to a
confirm the second-order factor of the disposition to trust.
content-based website focusing on the roles played by the
3.2.3 Measure of e-trust e-service quality and disposition to trust ; (2) The
An EFA was conducted on the e-trust scale (Appendix 3,
determination of the impact of this trust on the users
Table 11). The scale presents a two-dimensional factor
reactions, more precisely on behavioral intent.
structure. The four items COMP1, COMP2, COMP3 and
It should be noted that we focused on the initial trust which
COMP4 are associated to the expected dimension « the
appears when the relationship partners meet or interact for
competence ». While the items BIENV1, BIENV2 and
the first time. According to McKnight and al. (1998;
BIENV3 are associated with the items INTEG1, INTEG2,
2002), the formation of this type of trust is not based on
INTEG3 and INTEG4 under the same dimension called
any experience or prior knowledge. The results of an
« benevolence-integrity ». The CFA findings reveal that
online survey on a health and well-being website, which
the measurement model presents a satisfactory index of fit
were analyzed with structural equations method, allowed
(Appendix 3, Table 12) and good reliability and
us to validate a conceptual model integrating the roles of e-
convergent and discriminant validity (Appendix 3, Table
service quality and disposition to trust in the initial e-trust
13 and 14). We verified whether the e-trust structure
formation, on one hand, and the behavioral intent, on the
allows us to move on to a hierarchical confirmatory
other hand.The main empirical results are summarized,
analysis. Indeed, in the literature, the superior order of e-
first of all, in the important role of the e-service quality
trust is justified by many researchers, notably McKnight
and the disposition to trust in the e-trust formation in the
and al. (2002). Besides, the TCI ([97,901/97,901] = 1)
context of an informative website. Indeed, the e-service
reveal that 100% of covariances between the first-order
quality has a positive impact on e-trust. These results
factors can be explained by the second-order factors. Thus,
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APPENDIX
APPENDIX 1 : The Validity of the ESQ scale
Table 1: Results of the exploratory factor analysis
Items Quality of Factor loadings
representation Security/privacy Design Quality of Ease of use
informations
FU1 0,803 0,869
FU2 0,833 0,821
QI1 0,524 0,847
QI2 0,761 0,774
QI3 0,708 0,564
D1 0,703 0,868
D2 0,617 0,809
D3 0,786 0,729
D4 0,511 0,625
SVP1 0,694 0,871
SVP2 0,759 0,837
SVP3 0,794 0,802
SVP4 0,643 0,789
SVP5 0,737 0,767
(λ) 3,626 2,613 1,852 1,783
Reliability 0,902 0,807 0,695 0,815
Percentage of variance extracted 25,901 18,666 13,227 12,739
KMO = 0,841 ; The test of sphericity of Bartlett = 0,000
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APPENDIX 6 : Relationship between the dimensions of disposition to trust and ESQ, and e-trust
Relations Stand.reg.weight Estimate S.E. C.R. P
E-trust <--- Trusting stance 0.005 0.001 0.015 0.084 0.933
E-trust <--- Faith-humanity 0.116 0.037 0.018 1.998 0.046
E-trust <--- Qu/quan-infor 0.567 0.282 0.059 4.794 0.000
E-trust <--- Secu-Privacy 0.469 0.186 0.031 6.097 0.000
E-trust <--- Design 0.380 0.154 0.030 5.112 0.000
E-trust <--- Ease-use 0.094 0.038 0.026 1.425 0.154
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