【正文】 對于我國的電子商務誠信問題，主要影響因素可以歸納為如下幾方面。事實上，人與環(huán)境是互動的、雙向的關 系，處于特定情境中的人雖然受到特定情境的制約，但同時也反作用于情境條件，施予環(huán)境一定的影響，進而改變了原來的情境狀態(tài)。有的人傾向于信任他人，有的人則傾向于懷疑他人，持這種取向的學者編制了很多量表來測量人們在電子商務中誠信問題分析與對策 –22– 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 人際信任特質(zhì)上的個體差異。其次，經(jīng)濟學理論的解釋把人置于一個互相利用的社會交際網(wǎng)中，把人們之間的關系簡單化為一種純粹的利益關系，從而把誠信這一可以體現(xiàn)主體自身品德的要素降格為一種經(jīng)濟關系存在于社會中，這是不合理的，而且這也無法解釋某些利他性行為?？梢钥闯?，經(jīng)濟學家對于社會誠信問題的分析正是緊緊抓住了人們這一基本活動，把從事經(jīng)濟活動的主體視為一個追求經(jīng)濟利益的理性經(jīng)濟人，強調(diào)誠信的理性基礎和制度基礎，把誠信定位為人 們之間的一種契約關系。因此，誠信產(chǎn)生也就成為必然，所以經(jīng)濟學家用經(jīng)濟學的理論對誠信的產(chǎn)生進行電子商務中誠信問題分析與對策 –16– 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 timely Some 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?！薄敖?jīng)濟學家認為合作并非是自我產(chǎn)生的文化，而僅是專業(yè)化與分工的必然要求。 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, work 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, 時 某些 B2C 網(wǎng)站在 收到消費者的貨款后不發(fā)貨，或不時發(fā)貨 [6]，使消費者的利益受到侵害；某些消費者采用貨到付款支付方式，卻在收到貨物后拒絕付款，或不及時付款，以及消費者收到貨物之后的無故退貨，都增加了企業(yè)營銷成本。如果企業(yè)沒有誠信，價格不真實，發(fā)貨不及時，會使顧客逐漸流失，導致顧客減少。為推動電子商務健康發(fā)展，應該在交易過程中、在交易各方之間建立起一種相互信任機制。出現(xiàn)這種現(xiàn)象的根源在于網(wǎng)民不講誠信，造成商家經(jīng)營困難。 電子商務中誠信問題分析與對策 –6– Compared to China, the construction of credit system of foreign emerce is still relatively plete. In other countries, emerce has been popular, it has bee an important part of people39。 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)一電子商務中誠信問題分析與對策 –4– Alibaba put the integrity of management as a corporate foothold in this 20xx, 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 different angles, the integrity of emerce the issues were: Yao Tianxiang the root of the game theory of the integrity of 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。預計未來 3 年至 5 年內(nèi)，中國電子商務市場仍將維持持續(xù)穩(wěn)定的增長態(tài)勢，同比增速穩(wěn)中有升， 20xx年有望突破 10 萬億元。 關鍵詞： 電子商務；誠信；誠信缺失；誠信體系 III Research and Strategies of the credibility of emerce Abstract With the rapid development of electronic merce in China, more and more people involved in electronic merce, at present, electronic merce is an important business forms of production and life, give people a great convenience, at the same time emerce problem is being more and more serious, such as price, delivery in time and not fraudulent payment is not in place or not in time, modity aftersales service without guarantee the security of the information is not guaranteed incidents such as these problems, in the light of these problems, the causes of proposed through the government, enterprises and individuals from three aspects constructing China39。電子商務作為我國現(xiàn)代經(jīng)濟生活中重要的商務活動，在經(jīng)濟發(fā)展中扮演著越來越重要的角色。電子商務中誠信問題并不是最近才出現(xiàn)的，早在電子商務電子商務中誠信問題分析與對策 –3– 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 emerce Integrity 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 興起伊始，很多有識之士就關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 20xx 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證中心”。 （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誠信問題的對策。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。互聯(lián)網(wǎng)是一個虛擬的社會，其虛擬性表現(xiàn)為，你無法了解和你一起游戲，聊天的真實身份，正是這種虛擬性為我們提供了另一種全新的生活方式與環(huán)境；但是它又具有一定的現(xiàn)實性，其現(xiàn)實性表現(xiàn)為，這個社會為我們提供了許多方便，例如： 通過電子商務消費者可以完成購物、網(wǎng)絡交易等。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 emerce 如果不能誠信經(jīng)營，企業(yè)環(huán)境就無法得到良好保障，企業(yè)規(guī)模