Research on the Formation and Establishment of Consumer´s Initial Trust in the C to C Environment

The trust research is a core content in the field of e-commerce research in C to C environment. In the course of network trust formation, the initial trust is most important. By introducing the content of initial trust, the paper established a three-stage dynamic concept model of consumer initial trust formation in C to C environment. Site quality trust, site transactions safety trust and seller reputation trust are the major initial trust factors in the formation of consumer initial trust. Based on this model, the paper gives some strategies to C to C e-commerce sites and sellers to establish consumer trust, so that to give some useful inspiration to the sites and the seller´s future development.