【正文】 d sellers of real uncertainty is 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 role in maintaining the number of established buyers.Of course, the credibility of both sides [3]. For example, an emerce sites organized by discount or sweepstakes, if users do not win, it will lead to a large number of return behavior, making the operator of the rising cost, and even cause phase loss. The root causes of this phenomenon is that Internet users dishonesty, causing difficulties in business operationsTherefore, whether online consumers, network enterprise, business or an intermediary panies (such as Alibaba39。s Alipay), the average of its overall integrity of the water needs to be improved, otherwise the integrity problem would severely hinder emerce further develop a（二）The integrity of the content of emerce1．The meaning of integrityIntegrity is a moral category, is the second identity card of the citizens, collectively, of the daily behavior of the honest and the official exchange credit. Others doing things that is, sincere, honest, reputation, and Promises must be kept and action must be resolute, authoritative, as good as gold.2．The integrity of the content of emerceEmerce integrity of the network environment, each other, trust each other, mutual trust as a social practice [4]. The Internet is a virtual society, virtual performance as you can not understand the game, with you the true identity of the chat, it is this virtual nature provides us with another new way of life and the environment。 but it is also has a certain reality, the reality of performance for this munity provides us with many conveniences, such as: shopping can be done through emerce consumers, network transactions. It should be said that emerce is the product of the bination of virtual munity and social reality. Commodity trading through emerce is not a unilateral but a bilateral or multilateral buyer and seller plete a transaction. For promoting ehealth development in the course of dealing between the parties to the transaction, to establish a mutual trust mechanism. This mechanism must have confirmed, identify counterparties true identity function, and can protect the interests of the parties to the transaction will not be harmed, the damage to be resolved fairly.3．The impact of emerce in the integrity of the(1)Integrity management for emerce businesses to expand the scaleIntegrity management to enable enterprises to create a favorable environment for the enterprise, enabling businesses continued development. Conversely, if the integrity of management, the enterprise environment will not be able to get good protection, firm size is difficult to be expanded.(2)Integrity management is an important means to strengthen customer resourcesIntegrity management will make customers increase business satisfaction and trust of the enterprise. If the enterprise has no credibility, false prices, delivery is not timely, customer will be gradually lost, leading to the customer to reduce.(3) Integrity management can help panies to establish a good marketIntegrity management will make customers have a good evaluation of the enterprise, so that more people know about the pany, good corporate image(4) Integrity management is to improve the product priceIntegrity management to make more people like the corporate, corporate trust and satisfaction, and only in this way will it be possible to raise prices, if not the integrity of management, even if the lower price nor will customers buy corporate goods, because customers can not trustand satisfaction is too low(三) The main manifestations of the credibility of emerce1．PricegougingCertain sites on the publicity of price information and is not reliable [5], in the network of publicity, the price of the product description vague or exaggerated, resulting in consumers not consistent with the expected price products。 consumer registration submitted falseinformation, to the enterprise business processes more difficult. A variety of pricegouging phenomenon and the resulting pricegouging fear, greatly reduced interest in emerce buyers and sellers of online transactions.2．Delivery, payment is not in place or not timelySome B2C websites shipping after receipt of the payment of consumers, or from time to time delivery [6], so that the interests of consumers have been infringed。 some consumers to use cash on delivery payment, but receipt of the goodsrefused to pay, or do not make timely payments, and return for no reason after the consumer receives the goods, have increased marketing costs.3．Products, service can not be guaranteedOn the one hand, many business managers do not set the modity sales service mechanism, leading to online modity buyers to seek aftersales service nowhere. On the other hand, some emerce operators, although the setting there is a product aftersales service centers, but the aftersales service is poor, service is poor, low quality of service, left a very bad impression to the online merchandise purchase 4．Information security can not be guaranteedAt present, many emerce operators to provide online merchandise purchase of personal information protection mechanisms there are security risks, resulting in online merchandise purchase of personal information by others to steal. According to the survey [7]: % of respondents use the network or online transactions encountered their personal information was stolen experience。 66%