電子商務(wù)中誠(chéng)信問題分析與對(duì)策畢業(yè)論文

-PAGEII--PAGEI-摘要隨著我國(guó)電子商務(wù)的快速發(fā)展，越來越多的人涉足電子商務(wù)，目前電子商務(wù)已經(jīng)成為一項(xiàng)重要的商務(wù)形式，給人們的生產(chǎn)生活帶來了極大的便利，與此同時(shí)電子商務(wù)誠(chéng)信問題越來越突出：如價(jià)格欺詐，發(fā)貨不及時(shí)、付款不到位或不及時(shí)，商品的售后服務(wù)得不到保證，信息的安全性得不到保障等事件時(shí)有發(fā)生，針對(duì)這些問題產(chǎn)生的原因提出通過構(gòu)建我國(guó)電子商務(wù)誠(chéng)信體系來解決電子商務(wù)誠(chéng)信問題，促進(jìn)我國(guó)電子商務(wù)健康發(fā)展，電子商務(wù)誠(chéng)信體系的建立需要政府、企業(yè)和消費(fèi)者三方面共同努力來建設(shè)，本文對(duì)電子商務(wù)誠(chéng)信體系建設(shè)中政府、企業(yè)及消費(fèi)者所應(yīng)承擔(dān)的任務(wù)作了探討。關(guān)鍵詞：電子商務(wù)；誠(chéng)信；誠(chéng)信缺失；誠(chéng)信體系-PAGEIV-ResearchandStrategiesofthecredibilityofe-commerceAbstractWiththerapiddevelopmentofelectroniccommerceinChina,moreandmorepeopleinvolvedinelectroniccommerce,atpresent,electroniccommerceisanimportantbusinessformsofproductionandlife,givepeopleagreatconvenience,atthesametimee-commerceproblemisbecomingmoreandmoreserious,suchasprice,deliveryintimeandnotfraudulentpaymentisnotinplaceornotintime,commodityafter-salesservicewithoutguaranteethesecurityoftheinformationisnotguaranteedincidentssuchastheseproblems,inthelightoftheseproblems,thecausesofproposedthroughthegovernment,enterprisesandindividualsfromthreeaspectsconstructingChina'se-commercesystemstosolveproblemse-commerce,andpromotethehealthydevelopmentofelectroniccommerceinChina.Keywords:electroniccommerce；thegoodfaith；thelackofcredibility；integritysystem 目錄TOC\o"1-4"\h\z\u摘要 IAbstract II一、概述 1（一）本文研究的背景 1（二）關(guān)于電子商務(wù)中誠(chéng)信問題研究現(xiàn)狀 2（三）本文的主要工作 3二、電子商務(wù)誠(chéng)信現(xiàn)狀及問題 4（一）電子商務(wù)的發(fā)展現(xiàn)狀及特點(diǎn) 4（二）電子商務(wù)中誠(chéng)信的內(nèi)涵 51、誠(chéng)信的含義 52、電子商務(wù)中誠(chéng)信的內(nèi)涵 63、電子商務(wù)中誠(chéng)信的影響 6(三)電子商務(wù)中誠(chéng)信問題的主要表現(xiàn)形式 81、價(jià)格欺詐 82、發(fā)貨、付款不到位或不及時(shí) 83、產(chǎn)品的售后服務(wù)得不到保證 84、信息的安全性得不到保障 9三電子商務(wù)誠(chéng)信影響因素分析 10（一）電子商務(wù)誠(chéng)信的多維度分析 101、經(jīng)濟(jì)學(xué)的解釋 102、社會(huì)心理學(xué)的解釋 14（二）我國(guó)電子商務(wù)誠(chéng)信影響因素分析 171、我國(guó)誠(chéng)信基礎(chǔ)薄弱，社會(huì)信用體制尚未完全建立 172、網(wǎng)上交易雙方信息不對(duì)等 193、市場(chǎng)進(jìn)入壁壘低，法律虛位 194、社會(huì)誠(chéng)信意識(shí)普遍薄弱。 205、安全技術(shù)瓶頸未突破 206、部分企業(yè)條件不完備導(dǎo)致誠(chéng)信無(wú)法保證 20（三）我國(guó)電子商務(wù)影響因素的系統(tǒng)分析 211、消費(fèi)者方面 212、企業(yè)方面 233、環(huán)境方面 244、各影響因素之間的相互影響及相互制約關(guān)系 25四、電子商務(wù)誠(chéng)信體系的構(gòu)建方案 27（一）企業(yè)要提高誠(chéng)信意識(shí)，主動(dòng)樹立誠(chéng)信形象 27（二）政府要營(yíng)造社會(huì)誠(chéng)信大環(huán)境 281、法律法規(guī)的制定和完善 282、政府執(zhí)行法律法規(guī)方面 293、政府誠(chéng)信監(jiān)管方面. 30（三）消費(fèi)者方面 31（四）安全技術(shù)方面 31結(jié)論 33Conclusion 34參考文獻(xiàn) 35附錄A演示文稿 36致謝 37課程結(jié)課論文審閱評(píng)分表 38課程結(jié)課論文答辯記錄評(píng)分表 39PAGE2–PAGE77–OutlineThebackgroundofthisstudyE-commerceasanewbusinessmodelofthe21stcentury,ithasbroadprospectsfordevelopmentaroundtheworldareactivelydevelopinge-commerce.Asaninnovativeeconomicoperation,itsimpactisfeltfarbeyondthecommercialfield.E-commerceasanimportantbusinessactivitiesinChina'smoderneconomiclife,playanincreasinglyimportantroleineconomicdevelopment.Asoftheendof2010,accordingtotheChinaInternetNetworkInformationCenter(CNNIC),thescaleofChinesenetizensreached457millionpeople,thesizeoftheonlineshoppingusersyear-on-yeargrowthof48.6%toreach161million.IResearchdataalsoshowthatin2010,theannuale-commercetransactionsamountedto4.8trillionyuan,representinganincreaseof33.5%over2009.Expectedthenextthreetofiveyears,theChinesee-commercemarketwillcontinuetomaintainasustainedandstablegrowthsteadilyyearonyeargrowthisexpectedtoexceed10trillionyuanin2013.Butontheotherhand,e-commercedevelopmentinChinahasbeenaccompaniedbyashadow,thatistheissueofintegrity.IntheB2Bfield,thefieldofC2C,andtherecentriseofBuyingOnlineactivities,lackcredibilitycausedbyvariouseventsoccurfrequently,theissueofintegrityhasbecomeanimportantbottleneckrestrictingthedevelopmentofelectroniccommerce.E-commercetorapidandsustainabledevelopment,wemustacceleratetheintegrityofthebuilding.（二）Researchontheintegrityofe-commerce"Integrity"isthebasisofalleconomicactivities,wewantthe"goodfaith"throughouttheenterpriseandindustrydevelopmentofthewhole,foranyactsoffraudmustbe"zerotolerance",thistoensurethatmarkettransactions,prosperous,healthyeconomicdevelopment.Theissueofintegrityine-commerceisnotveryrecent,asearlyasthebeginningofthee-commercerise,manypeopleofinsightconcernedabouttheintegrityofe-commerce,thefoundingofAlibabaputtheintegrityofmanagementasacorporatefootholdinthis2000,ChinainternationalElectronicCommerceCenterhasbeenactiveintheworkofthecorporatecreditrating,andinthecaseofaccesstothemarkettorespondpositivelytograduallyexpandthedepthandbreadth,toestablishthe"ChinaInternationalElectronicCommerceCentercreditcertificationCenter.Withthepopularityofelectroniccommerce,thepeopleinvolvedmoreandmore,theimpactofthecredibilityofe-commerceisgrowing,itsconcernmoreandmorepeople,manyscholarsfromdifferentangles,theintegrityofe-commercetheissueswere:YaoTianxiangtherootofthegametheoryoftheintegrityofe-commerce,ChinainternationalElectronicCommerceCenterDirectorLiuJunshengideasbusinessintegrityissuesshouldberesolvedthroughtheestablishmentofthirdpartycreditrating.JiangQipingproposede-commercethroughtheestablishmentoftheintegrityofecologicalintegritymissing.ChenXinxiang,ChinaElectronicCommerceAssociation,saidthatfore-commerceindustry,itisimperativetoestablishaunifiedcross-platformdatasystemintegrity,thepersonalcreditsystemandcreditsystemofenterprisesunifytheestablishmentofadatabase,andtheestablishmentofappropriatedataanalysissystemforriskprevention.ComparedtoChina,theconstructionofcreditsystemofforeigne-commerceisstillrelativelycomplete.Inothercountries,e-commercehasbeenpopular,ithasbecomeanimportantpartofpeople'slives.Ebay,AmazonintheworldhasaverylargemarketandtheimpactofglobalInternetcompanies,hasdevelopedinto.Foreigne-commercehasacomprehensivemechanismofmutualtrustandcredibilityofthesystem,maturemarketshaveaspecialcreditintermediariestoensurethate-commercebusinessesandindividualconsumersofcredit,goodcreditcardsystemintheUnitedStatesbutalsoforthelaunchingofthee-commercehascreatedagoodcreditprotection.（三）ThemainworkInthispaper,themanifestationofthee-commerceintegritytosortoutthefactorsaffectingtheintegrityofe-commercemorein-depthsystemanalysis,anumberofcountermeasurestosolvetheproblemofe-commerceintegrity.二、Currentsituationandproblemsofe-commerceintegrity（一）Statusandcharacteristicsofe-commercedevelopmentOnlineshopping[1]Thisnewwaytoshopformoreandmorepeoplearelovedbyalargenumberofe-commercesites(suchasAmazon,excellence,Dangdang,eBayandAlibaba'sTaobao,etc.)oftheemergencealsoattractedalargenumberofconsumers.Consumersenjoythefreedomandconvenienceofonlineshoppingwhilealsooftensubjecttofraud,poorcredibilityoftheInternethasbecomeabigcriticismofe-commerceAsweallknow,onlineshoppingisnotliketraditionaltransactionsasseeing,hear,touchhands,theexistenceofrealfeelingsofgoods[2],abletounderstandtheinformationislimitedtoonlinepicturesandtextdescriptionofthemeansofthetransactionstendtobepaidbybanktransferandthepostofficetosendthegoods,whichgivesthelaw-breakerscantakeadvantageofconsumershavebeencheated,evenifthecomplaintsareduetothegeographicalspanandsellersofrealuncertaintyisdifficulttobehandledproperlyandtoprotect.Creditinmostonlineconsumersinthee-commerceappearstobedynamicandchange.Thecreditisbasedonthepurchaseexperienceslowly,foreachshoppingsite,onlineconsumersfromtheinitialpreliminaryunderstandingtotheearlybrowsingunderstanding,andthentothemid-purchaseattempts,andfinallytheformationofbasictrustinthesuccessfulpurchasethistrustwiththesuccessfulpurchaseexperienceincreasesgraduallyincrease.Sitecredit,onceformed,haveanimportantroleinmaintainingthenumberofestablishedbuyers.Ofcourse,thecredibilityofbothsides[3].Forexample,ane-commercesitesorganizedbydiscountorsweepstakes,ifusersdonotwin,itwillleadtoalargenumberofreturnbehavior,makingtheoperatoroftherisingcost,andevencausephaseloss.TherootcausesofthisphenomenonisthatInternetusersdishonesty,causingdifficultiesinbusinessoperationsTherefore,whetheronlineconsumers,networkenterprise,businessoranintermediarycompanies(suchasAlibaba'sAlipay),theaverageofitsoverallintegrityofthewaterneedstobeimproved,otherwisetheintegrityproblemwouldseverelyhindere-commercefurtherdevelopa（二）Theintegrityofthecontentofe-commerce1．ThemeaningofintegrityIntegrityisamoralcategory,isthesecond"identitycard"ofthecitizens,collectively,ofthedailybehaviorofthehonestandtheofficialexchangecredit.Othersdoingthingsthatis,sincere,honest,reputation,andPromisesmustbekeptandactionmustberesolute,authoritative,asgoodasgold.2．Theintegrityofthecontentofe-commerceE-commerceintegrityofthenetworkenvironment,eachother,trusteachother,mutualtrustasasocialpractice[4].TheInternetisavirtualsociety,virtualperformanceasyoucannotunderstandthegame,withyouthetrueidentityofthechat,itisthisvirtualnatureprovidesuswithanothernewwayoflifeandtheenvironment;butitisalsohasacertainreality,therealityofperformanceforthiscommunityprovidesuswithmanyconveniences,suchas:shoppingcanbedonethroughe-commerceconsumers,networktransactions.Itshouldbesaidthate-commerceistheproductofthecombinationofvirtualcommunityandsocialreality.Commoditytradingthroughe-commerceisnotaunilateralbutabilateralormultilateralbuyerandsellercompleteatransaction.Forpromotinge-healthdevelopmentinthecourseofdealingbetweenthepartiestothetransaction,toestablishamutualtrustmechanism.Thismechanismmusthaveconfirmed,identifycounterpartiestrueidentityfunction,andcanprotecttheinterestsofthepartiestothetransactionwillnotbeharmed,thedamagetoberesolvedfairly.3．Theimpactofe-commerceintheintegrityofthe(1)Integritymanagementfore-commercebusinessestoexpandthescaleIntegritymanagementtoenableenterprisestocreateafavorableenvironmentfortheenterprise,enablingbusinessescontinueddevelopment.Conversely,iftheintegrityofmanagement,theenterpriseenvironmentwillnotbeabletogetgoodprotection,firmsizeisdifficulttobeexpanded.(2)IntegritymanagementisanimportantmeanstostrengthencustomerresourcesIntegritymanagementwillmakecustomersincreasebusinesssatisfactionandtrustoftheenterprise.Iftheenterprisehasnocredibility,falseprices,deliveryisnottimely,customerwillbegraduallylost,leadingtothecustomertoreduce.(3)IntegritymanagementcanhelpcompaniestoestablishagoodmarketIntegritymanagementwillmakecustomershaveagoodevaluationoftheenterprise,sothatmorepeopleknowaboutthecompany,goodcorporateimage(4)IntegritymanagementistoimprovetheproductpriceIntegritymanagementtomakemorepeoplelikethecorporate,corporatetrustandsatisfaction,andonlyinthiswaywillitbepossibletoraiseprices,ifnottheintegrityofmanagement,evenifthelowerpricenorwillcustomersbuycorporategoods,becausecustomerscannottrustandsatisfactionistoolow(三)Themainmanifestationsofthecredibilityofe-commerce1．Price-gougingCertainsitesonthepublicityofpriceinformationandisnotreliable[5],inthenetworkofpublicity,thepriceoftheproductdescriptionvagueorexaggerated,resultinginconsumersnotconsistentwiththeexpectedpriceproducts;consumerregistrationsubmittedfalseinformation,totheenterprisebusinessprocessesmoredifficult.Avarietyofprice-gougingphenomenonandtheresultingprice-gougingfear,greatlyreducedinterestine-commercebuyersandsellersofonlinetransactions.2．Delivery,paymentisnotinplaceornottimelySomeB2Cwebsitesshippingafterreceiptofthepaymentofconsumers,orfromtimetotimedelivery[6],sothattheinterestsofconsumershavebeeninfringed;someconsumerstousecashondeliverypayment,butreceiptofthegoodsrefusedtopay,ordonotmaketimelypayments,andreturnfornoreasonaftertheconsumerreceivesthegoods,haveincreasedmarketingcosts.3．Products,servicecannotbeguaranteedOntheonehand,manybusinessmanagersdonotsetthecommoditysalesservicemechanism,leadingtoonlinecommoditybuyerstoseekafter-salesservicenowhere.Ontheotherhand,somee-commerceoperators,althoughthesettingthereisaproductafter-salesservicecenters,buttheafter-salesserviceispoor,serviceispoor,lowqualityofservice,leftaverybadimpressiontotheonlinemerchandisepurchase4．InformationsecuritycannotbeguaranteedAtpresent,manye-commerceoperatorstoprovideonlinemerchandisepurchaseofpersonalinformationprotectionmechanismstherearesecurityrisks,resultinginonlinemerchandisepurchaseofpersonalinformationbyotherstosteal.Accordingtothesurvey[7]:40.9%ofrespondentsusethenetworkoronlinetransactionsencounteredtheirpersonalinformationwasstolenexperience;66%ofrespondentssuspectthattheirpersonalinformationunknowinglyrelatedsitecollection.三、E-commerceintegrityimpactfactoranalysis（一）E-commercetheintegrityofthemulti-dimensionalanalysis1．InterpretationoftheeconomicsEconomistsbelievethateconomicactivityinthecommodityexchangeinordertopursuethemaximizationoftheirowneconomicinterestsandlong-termarisingfromtheintegrityofbehavior[8].Theirmainideasarethefollowing:socialintegrityisessentiallyastrugglebetweenthedifferentindividualself-interestreachedamutuallybeneficialandbalancedresult.""Economics,duplicatetransactionsinthemarkettoproducethemoralofthebusinesscommunity,businessreputation.economistsbelievethatcooperationisnotthecultureofself-generated,butonlythespecializationanddivisionoflabor."inthesocio-economiccommodityexchangebetweentheownerofthegoodsduetovariousfactorsrestrictingborrowingofmoneyandgoodsoncreditbehaviorwillinevitablyoccur.Atthistime,thetransactionwillbeenteredintoacontracttoestablishamutuallyexpecteachothertofulfillthecontractualprovisionsofthetrustrelationship,therefore,theactsofgoodfaithisessentiallyacontractualrelationshipisaresultofpeople'srationalchoice,whichisAsfarastheindividualterms.Fromthesociallevel,whenindividualsthistoperformthecontractandtrustworthybehaviorbecomemoreandmorefrequent,moreextensive,gaverisetotheethicalvalues??ofsocietyasawhole.Itcanbeseen,economistsexplaintheoccurrenceofactsofsocialintegrity,peopledefaulttoarational,purelyeconomic,andmarketthemaindriverofeconomicinterests,havetofocusontheirownreputationandbehavior.Thethirdviewisthatthecooperationanddivisionoflaboristheintegrityoftheobjectiveconditions.Exchangebetweenthedevelopmentofsocialproductiveforcesandsocialtransformationofthemodeofproduction,specializationanddivisionoflaborhasbecomeaninevitablerequirementforsocialproduction,duetothedivisionoflabor,cooperation,andcooperationisboundtorequireproducerstotrusteachother,trustandcooperationcannothappen.Therefore,theintegrityhasbecomeaninevitable,economistwiththeeconomicstheoryoftheintegrityoftheproduceobtainedfaithconductsocialconsequences:reducingtransactioncosts.Indeed,bothpartiesaremutualpromises,emphasisonreputationinthetransactionprocesswillsavealotofunnecessarylinks,toacceleratethespeedoftheflowofgoods,improvethelevelofsocialexchange,thusincreasingtheeconomicbenefitsofsociety.Economicsbelievethatthelackofsocialintegrityisduetotheeconomicactivitiesofsociety,whenpeople'sdishonestycausedbyeconomicintereststhanthepricepaidbytheactsofdishonesty,alargenumberofpeoplewillcontinuetorepeatsuchactsofdishonesty,resultinginseriousdeficienciesinthecommunityasawholeintegrity.Furtheranalysisoftheeconomicbenefitscausedbyactsofdishonestyledtomorethanpayforthecostofthereasons,economistsbelievethatthesocio-economicsystemisnotperfect,thesocial-competitivebehaviorisnotstandardized,socialsupervisionandrestraintisnotenoughinformationisnotsymmetrycaused.Economistforthesocialgoodfaithbehaviorandlackofcreditcausesanalysisismoreprofoundandreasonable.Afterall,economiclifeisoneofthebasicformofoursociallife,andproductionactivitiesisthebasisandprerequisiteforallactivitiesofsociety.Therefore,nomatterwhatsocialphenomena,socialproblems,peopleareaccustomedtofromthepeople'seconomicactivitiestofindacause,andthatfromheretofindthereasonisthereasonwhysuchthingsfundamentalreason.Itcanbeseen,economistforthesocialintegrityofanalysisisthefirmlygraspthebasicactivitiesofpeopleengagedineconomicactivityandasarationaleconomicmaninpursuitofeconomicinterests,emphasizingtheintegrityoftherationalbasissystembasedontheintegrityofpositioningacontractualrelationshipbetweenthepeople.Economistsemphasisonrationaljudgmentandrationalchoiceofthemaindecisiveroleintheestablishmentofcontractualrelations,sotheybuildtheintegrityofthesocialmechanismmustconstructasociety'slegalsystem,propertyrightssystemtostart,totheintegrityofthemechanismtotheprotectionsystem,canfundamentallylimittheoccurrenceofactsofdishonesty.Althoughfromaneconomicpointofviewtoexplainthelackofethicalbehaviorandintegrityareveryconvincing,butwecanbeseenfromsomeobviousirrationalities.First,economics,thedefinitionofapurelyeconomicpursuitofeconomicinterests,itisforsakingthefull.Thisviewisparticularlyprominentinthetraditionaleconomictheory.Traditionaleconomictheorytoexplainhumansocialbehavior,arethepeopleexpectedaneconomicmanexists,thatthefundamentalpurposeisthepursuitofeconomicintereststoobtainthemeansofthepursuitofeconomicinterests,withoutconsideringtheprocess.Fromthepremiseofdeparture,forgoodfaithactsofinterpretationwillbeveryone-sided,verynarrow,oncannotexplainpeoplewithnoeconomicinterestsdriventohonorcommitments,tocomplywiththepromiseoftrustworthybehavior,cannotexplainsomehomesrawjustice,andgavehimselfman'snoblebehaviorperformance.Second,economictheorytoexplainpeopleatamutualadvantageofthesocialcommunicationnetwork,tosimplifytherelationshipbetweenthepeopleapureinterest,thustheintegrityofthiscanreflectthemoralelementsofthesubjectitselfdowngradedaneconomicrelationshipexistsinthesociety,whichisunreasonable,andthiscannotexplainsomealtruisticsex.Finally,economictheoryemphasizestheintegritymechanismconstructedstartingfromtheexternalinstitutionbuilding,strengtheningtheruleoflaw,marketandinformationsystemconstruction,whileignoringtheinternalcultureofthepeople'sethicalvalues,ignoringthepeopleself-cultivationcontinuouslyimproveandpeopletopursueself-moralqualityoftheever-increasinginternaldemand.Thisfundamentallycannotguaranteetheimprovementofthesocialintegrity.Canbeseenfromabove,thesestatements,theintegrityoftheeconomicsperspectiveneedstobefurtherdeepenandperfectthedefectsanddeficienciesarealsoarousedalotofattention,anumberoftheoreticalknowledgetocomplementanddrawpeoplefromtheresearchareasFixthetheoreticalpointofview.2．TheinterpretationofsocialpsychologySocialpsychology[8]placedinthepersonofintegrityactstobeexplainedonapsychologicallevel,peoplecannotbeseendirectly,theinternalmechanismofthesenseofintegrity,honestybehaviormadeaprofoundanalysisofitsviewinthefollowingtwo:trustwillbeunderstoodasareactiontothesituation,andstimulatethedecisionofindividualpsychologyandbehaviorbythesituation."Prisoner'sDilemmapracticeofsocialpsychologistandmoreinaccordancewiththeodd,thepresenceorabsenceofinterpersonaltrusttocooperationornottoreflect,twopeoplebetweentheleveloftrust,withthechangeoftheexperimentalconditionschange,inthiscase,trustisseenasadependentvariabledeterminedbytheexternalstimuli."willtrusttounderstandtheperformanceofanindividualpersonality,isathroughsociallearningandtheformationofrelativelystablepersonalitycharacteristics,andtheirrepresentativehaveapsychologistRoth,Whiteman,theythinkaperson'slifeexperiencesandviewsonhumannaturemakeshim#$totheformationofthetrustworthinessofotherstheusualexpectationsorbeliefsoftheextentsomepeopletendtotrustothers,andsomepeopletendtosuspectothers,holdingthisorientationscholarshavecompiledalotofscalestomeasureindividualdifferencesinthecharacteristicsofinterpersonaltrust."canbeseenthatsocialpsychologistsfocusfromtheindividual'smentalcognitivecontentandbehaviortoexplainthebehaviorofintegrity,thefirstviewintegrityinterpretedasasubjectivereactiontooutsidestimuli,ismadesubjecttocertainsituationsstimulateoutoftheemergencyresponse."Situationalstimulus"meaningisworthyofourin-depthreflection,Ithinkthatthe"situation"mayincludetheactualexistenceofavarietyofsocialformsofsocialinteractionandtheformationofsocialrelations.Hereduetoexternalstimulationofthe"response"shouldincludeemotionalresponsesandrationalreaction,maybeoutofsituationsstimulatetheintegrityofbehavior1.3moreoftheemotional.This"stimulus-responsetheory"isverysimilarbiological"conditionedreflextheory",theyregardtheperson,animalorplantasapassiveacceptanceofstimulus,andaccordingtodifferentstimulusconditionsfortheexistenceofreaction,andtheirbehaviorattributedtothedeterminedbyexternalconditions,thedependentvariable.This"stimulus-responsetheory"isnotverystrongindicationofthefundamentalcausesoftheawarenessofhonesty,integritybehavior.Althoughitisfaithconductresearchtoestablishthebasisofpeople'spsychologicalreactionmechanism,butwethinkitisthistheoryignoredthemainbodyoftheinitiative,puttingpeopleatthestateofapassivepayable,thistheoryispeoplehaveafeelingthatpeopleofgoodfaithbehaviortoadapttothesituationofpassiveexpression.Infact,thepeopleandtheenvironmentisinteractive,two-wayrelationship,inaparticularcontext,subjecttotheconstraintsofaparticularsituation,butalsocounterproductiveinthecontextcondition,lendtheenvironmentacertaininfluence,andthuschangetheoriginalstateofthesituation.Thistheoryimaginaryintoasubjectiveconsciousness,rarelyexistenceofsubjectiveideasorinitiative,whichisunreasonable,butalsonosense.Otherhand,ifthistheoryisnotpriortothemaininnerawarenessofhonestyorintegrityofthinking,thistheorycannotexplainclearlyhowindividualsabletodemonstrategoodfaithbehavior.Therefore,ifthepriorhasprovedthemainethicalvalues??fromtheinside,thenusethistheorytoexplainwhyindividualsinthiscontextwouldbetrustworthy,butinanothercontext,butwilllosethetrustofthereasonsispossible.Inaddition,theexplorationofthistheoryforhowtopreventtheoccurrenceofactsofdishonesty,toconstructthebasicapproachoftheintegritysystemalsohassomelimitations.（二）AnalysisofinfluencingfactorsofChina'se-commerceintegrityEconomistsandsocialpsychologistsonthecredibilityoftheexplanationisverydeep,butallwithacertainone-sidedness,infact,manyreasonstoproduceintegritytosolvetheproblemmustfirstbeclearwhatfactorswillhaveintegrityproblems.Theissueofintegrityforoure-commerce,themainfactorscanbesummarizedinthefollowingaspects.1．integritythefoundationisweak,thesocialcreditsystemisnotyetfullydeveloped"Mercantilist"Becauseofourlong-termimpact,leadingtosomelackoftraditionalsocial,ethicalintegrityandethics.Consumers,preventionamongpeopleratherthanconfidence,isthepsychologicalbarrierofe-commercedevelopment.Rampantcounterfeitandshoddygoodstransaction,theproliferationoffalseadvertising,contractperformanceislow,managerslackintegrity,creditcardfraud,thecredibilityofthedebtrecoveryofforceseeninthenewspaperseveryday,almostasauniversalphenomenon.E-commerceastradingpatternsdonotmeet,themoredifficulttogetconsumerrecognition,theconceptof"businessisnotevil"isdeeplyrootedinpeople'sminds.SincereformandopeningChina'smarket-orientedmodeofoperation,havingbeencreated.Operationbuttherewereirregularities,nottoformaneffectiveadministrativemechanisms,andindustryself-regulationhasnotyetformed.Creditratingwithinthee-commercetradeisalsofullybelongtoindustryandindividualbehavior,thereisnogovernmentsupportandrecognition.Ratingintermediaries,noneoftheratingbasisforlegalrecognition,andthustheratingwouldbenolegaleffect.Atthesametime,China'se-commercecreditinformationofsegmentation.Mainlycausedbytworeasons:ontheonehand,ourpreviouscreditsystemitselfisthenatureoftheindustry,banking,tax,legal,insuranceandotherdepartmentshavetheirownrepositoryTherepositoryitselfisnotrelativetotheInternet,andthusunabletoachieveinformationsharing;theotherhand,e-commercetrade,evenifthevarioussectorsoftherepositoryInternet,butduetothemutualconfidentialityofsomecommercialcreditinformationoftheindustry,resultinginthetradingpartiescannotgainbeneficialinformation.Thelackofcreditsystemconstructionhasseriouslyaffectedthenormaldevelopmentofe-commerce.2．OnlinetradinginformationasymmetriesandotherOnlinetradingbothsidesthroughtheexchangeofpages,difficulttohaveface-to-facecommunication,thetwosideswithvaryingdegreesofproductinformationtograsp,onlytransactions[9]basedonexperience.AccordingtoCNNIC(ChinaInternetNetworkInformationCenter),ChinaInternetDevelopmentStatisticsReport,theactualpurchasebytheuserandlook