【正文】 程，對任何欺詐行為都要“零容忍”，這才能夠保證市場交易繁盛、經(jīng)濟健康發(fā)展。電子商務中誠信問題并不是最近才出現(xiàn)的，早在電子商務興起伊始，很多有識之士就關(guān)注電子商務中的誠信問題，阿里巴巴成立之初就把誠信經(jīng)營作為企業(yè)的立足之本，在 2021 年，中國國際電子商務中心就已經(jīng)積極開展了企業(yè)信用評級有關(guān)工作，并在獲得市場積極響應的情況下逐步擴展業(yè)務深度和廣度，建立起“中國國際電子商務中心信用認電子商務中誠信問題分析與對策 –3– development of the whole, for any acts of fraud must be zero tolerance, this to ensure that market transactions, prosperous, healthy economic development. The issue of integrity in emerce is not very recent, as early as the beginning of the emerce rise, many people of insight concerned about the integrity of emerce, the founding of Alibaba put the integrity of management as a corporate foothold in this 2021, China international Electronic Commerce Center has been active in the work of the corporate credit rating, and in the case of access to the market to respond positively to gradually expand the depth and breadth, to establish the China International Electronic Commerce Center credit certification Center. With the popularity of electronic merce, the people involved more and more, the impact of the credibility of emerce is growing, its concern more and more people, many scholars from 證中心”。隨著電子商務的普 及，參與的人越來越多，電子商務中誠信問題的影響越來越大，對其關(guān)注的人也越來越多，很多學者從不同的角度對電子商務中的誠信問題進行了研究：姚天祥等利用博弈論技術(shù)對電子商務中的誠信問題產(chǎn)生的根源進行了分析，中國國際電子商務中心主任劉俊生認為應該通過建立第三方機構(gòu)進行信用評級來解決點子商務的誠信問題。姜奇平則提出通過建立誠信生態(tài)來解決電子商務中誠信缺失。 中國電子商務協(xié)會理事長陳信祥說，對于電子商務行業(yè)來說，當務之急是要建立起統(tǒng)一的跨平臺誠信數(shù)據(jù)體系，將個人的誠信體系和企業(yè)的誠信體系統(tǒng)一起來建立數(shù)據(jù)庫，并建立相應的數(shù) 據(jù)分析系統(tǒng)，加強對于風險的防范。 電子商務中誠信問題分析與對策 –4– different angles, the integrity of emerce the issues were: Yao Tianxiang the root of the game theory of the integrity of emerce, China international Electronic Commerce Center Director Liu Junsheng ideas business integrity issues should be resolved through the establishment of third party credit rating . Jiang Qiping proposed emerce through the establishment of the integrity of ecological integrity missing. Chen Xinxiang, China Electronic Commerce Association, said that for emerce industry, it is imperative to establish a unified crossplatform data system integrity, the personal credit system and credit system of enterprises unify the establishment of a database, and the establishment of appropriate data analysis system for risk prevention. Compared to China, the construction of credit system of foreign emerce is still relatively plete. In other countries, emerce has been 相比于我國，國外電子商務誠信體系的建設(shè)還是比較完善的。在國外，電子商務已經(jīng)深入人心，它已經(jīng)成為人們生活中重要的組成部分。 Ebay，亞馬遜在全球都擁有非常大市場和影響，已經(jīng)發(fā)展成為全球的互聯(lián)網(wǎng)企業(yè)。國外電子商務有一套完善的互信機制和信譽體系，成熟市場有專門的信用中介機構(gòu)來保證電子商務企業(yè)和個人消費者的信用，美國良好的信用卡制度也為電子商務的開展創(chuàng)造了良好的信用保障。 （三）本文的主要工作 本文主要對電子商務誠信問題的表現(xiàn)形式進行梳理，對電子商務誠信問題的影 響因素進行較深入的系統(tǒng)分析，提出一些解決電子商務中誠信問題分析與對策 –5– popular, it has bee an important part of people39。s lives. Ebay, Amazon in the world has a very large market and the impact of global Inter panies, has developed into. Foreign emerce has a prehensive mechanism of mutual trust and credibility of the system, mature markets have a special credit intermediaries to ensure that emerce businesses and individual consumers of credit, good credit card system in the United States but also for the launching of the emerce has created a good credit protection . （三） The main work In this paper, the manifestation of the emerce integrity to sort out the factors affecting the integrity of emerce more indepth system analysis, a number of countermeasures to solve the problem of emerce integrity. 二、 Current situation and problems of emerce integrity （一） Status and characteristics of 電子商務誠信問題的對策。 二、電子商務誠信現(xiàn)狀及問題 （一） 電子商務的發(fā)展現(xiàn)狀及特點 網(wǎng)上購物 [1]這種新的購物方式正在為越來越多的人所喜愛，大批電子商務類網(wǎng)站（如亞馬遜、卓越、當當、易趣、和阿里巴巴旗下的淘寶網(wǎng)等）的涌現(xiàn)也吸引了大量的消費者。但是消費者在享受網(wǎng)上購物的自由與便捷的同時，也屢屢受到欺詐，網(wǎng)上的信譽度差已成為電子商務的一大詬病。 眾所周知，網(wǎng)上購物無法像傳統(tǒng)交易那樣眼見、耳聞、手觸，實實在在感受商品的存在 [2]，所能了解的信息僅限于網(wǎng)上圖片及 文字說明，交易的手段又往往是通過銀行轉(zhuǎn)賬支付和郵局寄送商品，這就給不法之徒有機可乘，電子商務中誠信問題分析與對策 –6– emerce development Online shopping [1]This new way to shop for more and more people are loved by a large number of emerce sites (such as Amazon, excellence, Dangdang, eBay and Alibaba39。s Taobao, etc.) ofthe emergence also attracted a large number of consumers. Consumers enjoy the freedom and convenience of online shopping while also often subject to fraud, poor credibility of the Inter has bee a big criticism of emerce As we all know, online shopping is not like traditional transactions as seeing, hear, touch hands, the existence of real feelings of goods[2], able to understand the information is limited to online pictures and text description of the means of the transactions tend to be paid by bank transferand the post office to send the goods, which gives the lawbreakers can take advantage of consumers have been cheated, even if the plaints are due to the geographical span and sellers of real uncertainty is 消費者受騙后即使投訴也由于地域上的跨度和賣家真實情況的不確定性而難以得到妥善處理與保障。 電子商務中的信用在大多數(shù)網(wǎng)上消費者看來是動態(tài)的和變化的。信用是基于購買經(jīng)歷慢慢形成的，對于每個購物網(wǎng)站，網(wǎng)上消費者都是從初期的初步認知，到前期的瀏覽了解，然后到中期的購買嘗試，最后才形成成功購買后的基本信任，而這個信任度會隨著成功購買經(jīng)歷的增加而逐步增加。而網(wǎng)站信用一旦形成，對于保持既定購買者數(shù)量有重要的作用。 當然誠信問 題是雙方面的 [3]。比如，有一電子商務網(wǎng)站舉辦打折或者抽獎活動，如果網(wǎng)民沒有電子商務中誠信問題分析與對策 –7– difficult to be handled properly and to protect. Credit in most online consumers in the emerce appears to be dynamic and change. The credit is based on the purchase experience slowly, for each shopping site, online consumers from the initial preliminary understanding to the early browsing understanding, and then to the midpurchase attempts, and finally the formation of basic trust in the successful purchase this trust with the successful purchase experience increases gradually increase. Site credit, once formed, have an important ro