Abstract: The deficiency of online trust is the main bottleneck for electronic commerce’s further development. In order to guide electronic commerce industry to make a good consumer trust promotion strategy , it is very important to explore determinants and behavioral intention of online trust. The formative and functional mechanism of initial online trust for no online shopping experience consumer is different from that of sustainable online trust for experienced consumer. The online trust models for two kinds of consumer are proposed separately. Based on the large sample from B2C and C2C website consumers, the SEM method is employed to test the online trust theoretical model and a series of corresponding hypotheses. Firstly, it is found that the vendor’s reputation, the website security, and easy to use are the determinants of initial online trust for no online shopping experience consumer and response ability and communication level are more important determinants of sustainable online trust for experienced consumer. Secondly, the initial online trust and sustainable online trust determine intention of the information provision and intention of online shopping, and two kinds of intention show the positive correlation.

Key words: initial online trust, sustainable online trust, influencing trust factor, behavioral intention of trust, comparative study