【正文】 d stimulate the decision of individual psychology and behavior by the situation. Prisoner39。 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。 關(guān)鍵詞：電子商務(wù)；誠信；誠信缺失；誠信體系 II Research and Strategies of the credibility of emerceAbstractWith 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。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 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 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 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 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 imp