Online retailers are facing increasing competitions, thus, it is very important for them to attract and retain online customers. However, many factors can affect customer trust in online retailing (E-satisfaction) environment. This paper investigates the factors and their impacts on customer E-trust in online retail (B to C, C to C) in China. Based on the literature review and an exploratory study with 50 online customers, we identified a number of key factors that potentially impact on customer E-trust and proposed a conceptual model for E-trust. This model was used to examine how the factors in B to C and C to C e-retailing context influence E-trust. A large scale survey was conducted with 387 online customers. The analytical results demonstrated that customer perceived reputation has a direct positive influence on E-trust while customer perceived security impacts E-trust indirectly through customers' perceived reputation.