【正文】 rmed. Credit rating within the emerce trade is also fully belong to industry and individual behavior, there is no government support and recognition. Rating intermediaries, none of the rating basis for legal recognition, and thus the rating would be no legal effect. At the same time, China39。s emerce affect the Analysis of the FactorsEmerce activities can be divided into consumers, businesses and environmental aspects of the above factors are classified in accordance with the activities of the main different1．The consumer sideConsumer to prevent rather than confidence, consumers neglect the importance of credit and emerce is difficult to get consumer recognition issue has seriously hindered the smooth development of emerce. Both from the consumers themselves to find the problem, but also several related factors that affect consumer analysis [11]. Ignored consumer credit, fill in the emerce transactions, false information, or no confidence in the enterprise too, not only is consumer awareness of honesty in the shallow, to better reflect the law, government, business and technical aspects of some of the problems. Legal imperfections lead to no clear legal constraint on consumer emerce, leading to the consumer is unable to perform integrity. Government issues are more prominent impact on consumers, the market operation in China there were irregularities in the phenomenon and does not form an effective administrative mechanism for industry selfregulation has not yet formed. Credit evaluation in emerce trade entirely within the industry and individual behavior, there is no government support and recognition, so the evaluation of the intermediaries, none of the rating basis for legal recognition, which the rating will destroy the force of law, this is the consumer there is no way to pletely trust the emerce, because the Government can not be legal application to the emerce environment. The integrity of the consumer by the impact of the enterprise, and the enormous impact, both as a trading very difficult to have one so that consumers have full confidence in enterprise, there is a lot of credit because many panies today. The final impact of consumers on the technical aspects of the problem. Network security technology is imperfect, the malicious attacker a lot easier to intercept an emerce site to expand the packet, so that the authenticity of emerce information is threatened, likely to cause the change of the transmission of information and counterfeit, so that consumers can not receive real business information, to prevent the enterprise, which will hinder the normal development of emerce.2．EnterprisesWeak or absence o。s emerce integrityEconomists and social psychologists on the credibility of the explanation is very deep, but all with a certain onesidedness, in fact, many reasons to produce integrity to solve the problem must first be clear what factors will have integrity problems. The issue of integrity for our emerce, the main factors can be summarized in the following aspects.1．integrity the foundation is weak, the social credit system is not yet fully developedMercantilist Because of our longterm impact, leading to some lack of traditional social, ethical integrity and ethics. Consumers, prevention among people rather than confidence, is the psychological barrier of emerce development. Rampant counterfeit and shoddy goods transaction, the proliferation of false advertising, contract performance is low, managers lack integrity, credit card fraud, the credibility of the debt recovery of force seen in the newspapers every day, almost as a universal phenomenon. Emerce as trading patterns do not meet, the more difficult to get consumer recognition, the concept of business is not evil is deeply rooted in people39。s economic activities to find a cause, and that from here to find the reason is the reason why such things fundamental reason. It can be seen, economist for the social integrity of analysis is the firmly grasp the basic activities of people engaged in economic activity and as a rational economic man in pursuit of economic interests, emphasizing the integrity of the rational basis system based on the integrity of positioning a contractual relationship between the people. Economists emphasis on rational judgment and rational choice of the main decisive role in the establishment of contractual relations, so they build the integrity of the social mechanism must construct a society39。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 Internet 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 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