【正文】 he external institution building, strengthening the rule of law, market and information system construction, while ignoring the internal culture of the people39。s rational choice, which is As far as the individual terms. From the social level, when individuals this to perform the contract and trustworthy behavior bee more and more frequent, more extensive, gave rise to the ethical values ??of society as a whole. It can be seen, economists explain the occurrence of acts of social integrity, people default to a rational, purely economic, and market the main driver of economic interests, have to focus on their own reputation and behavior. The third view is that the cooperation and division of labor is the integrity of the objective conditions. Exchange between the development of social productive forces and social transformation of the mode of production, specialization and division of labor has bee an inevitable requirement for social production, due to the division of labor, cooperation, and cooperation is bound to require producers to trust each other, trust and cooperation can not happen. Therefore, the integrity has bee an inevitable, economist with the economics theory of the integrity of the produce obtained faith conduct social consequences: reducing transaction costs.Indeed, both parties are mutual promises, emphasis on reputation in the transaction process will save a lot of unnecessary links, to accelerate the speed of the flow of goods, improve the level of social exchange, thus increasing the economic benefits of society. Economics believe that the lack of social integrity is due to the economic activities of society, when people39。 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。s modern economic life, play an increasingly important role in economic development. As of the end of 2010, according to the China Internet Network Information Center (CNNIC), the scale of Chinese netizens reached 457 million people, the size of the online shopping users yearonyear growth of % to reach 161 million. IResearch data also show that in 2010, the annual emerce transactions amounted to trillion yuan, representing an increase of % over 2009. Expected the next three to five years, the Chinese emerce market will continue to maintain a sustained and stable growth steadily year on year growth is expected to exceed 10 trillion yuan in 2013. But on the other hand, emerce development in China has been acpanied by a shadow, that is the issue of integrity. In the B2B field, the field of C2C, and the recent rise of Buying Online activities, lack credibility caused by various events occur frequently, the issue of integrity has bee an important bottleneck restricting the development of electronic merce. Emerce to rapid and sustainable development, we must accelerate the integrity of the building.（二）Research on the integrity of emerceIntegrity is the basis of all economic activities, we want the good faith throughout the enterprise and industry 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 2000, 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 In