The core of micro-business and consumer transactions is trust. Based on the Theory of Reasoned Action and Technology Acceptance Model, this article discusses the factors of the establishment and promotion of micro-business trust from the trust orientation of consumer, the trust of WeChat businesses, and the trust of WeChat platform. Data were obtained by questionnaire, and SPSS software was used for data reliability and multiple regression analysis. It is concluded that all three levels have a significant positive impact on the establishment and promotion of C2C mode micro-business trust. The trust of WeChat businesses and the trust of WeChat platform have a greater influence on the establishment of micro-business trust. The trust orientation of consumer and the trust of WeChat businesses have a greater impact on the promotion of micro-business trust. Among them, the WeChat business trust level is the most important factor.

中文翻译：

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微信环境下C2C模式下影响微商信任建立与促进的因素分析

微商和消费者交易的核心是信任。本文基于理性行为理论和技术接受模型，从消费者的信任导向、微商的信任、微信平台的信任三个方面探讨了微商信任的建立和促进因素。数据通过问卷调查获得，采用SPSS软件进行数据可靠性和多元回归分析。得出的结论是，这三个层次都对C2C模式微商信任的建立和促进具有显着的正向影响。微商信任度和微信平台信任度对微商信任度的建立影响较大。消费者的信任导向和微商的信任对微商信任的提升影响较大。其中，微信商家信任度是最重要的因素。