The aim of this paper is to study, firstly, the key factors in the evaluation of informative websites that affect e-trust and explore then the role of personality traits in perception thereof. An exploratory qualitative study was conducted with 24 participants. The results show that users take into account in the evaluation of informative websites, two types of factors: factors related to web site and factors related to third parties. The results, further, show that the contribution of factors related to informative website to the development of e-trust varies according to personality traits. Key Words: e-trust, personality traits, e-service quality.