【文章內(nèi)容簡(jiǎn)介】 le in maintaining the number of established buyers. Of course, the credibility of both sides [3]. For example, an emerce sites anized 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 Inter users dishonesty, causing 中獎(jiǎng)，則會(huì)引發(fā)大量退貨行為發(fā)生，使得運(yùn)營(yíng)成本急劇上升，甚至造成階段虧損。出現(xiàn)這種現(xiàn)象的根源在于網(wǎng)民不講誠(chéng)信，造成商家經(jīng)營(yíng)困難。 由此可知，無(wú)論是網(wǎng)上消費(fèi)者、網(wǎng)絡(luò)企業(yè)商家還是中間人公司（如阿里巴巴旗下的支付寶公司），其整體誠(chéng)信水平均有待提高，否則誠(chéng)信問(wèn)題將嚴(yán)重制約著電子商務(wù)的進(jìn)一步發(fā)張。 （二） 電子商務(wù)中誠(chéng)信的內(nèi)涵 1． 誠(chéng)信的含義 誠(chéng)信是一個(gè)道德范疇，是公民的第二個(gè)“身份證”，是日常行為的誠(chéng)實(shí)和正式交流的信用的合稱。即 待人處事真誠(chéng)、老實(shí)、講信譽(yù)，言必信、行必果，一言九鼎，一諾千金。 電子商務(wù)中誠(chéng)信問(wèn)題分析與對(duì)策 –8– difficulties in business operations Therefore, whether online consumers, work 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 emerce 1． The meaning of integrity Integrity 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 emerce Emerce integrity of the work environment, each other, 2． 電子商務(wù) 中誠(chéng)信的內(nèi)涵 電子商務(wù)誠(chéng)信是網(wǎng)絡(luò)環(huán)境下彼此以誠(chéng)相待，相互信任的一種社會(huì)風(fēng)尚 [4]?；ヂ?lián)網(wǎng)是一個(gè)虛擬的社會(huì)，其虛擬性表現(xiàn)為，你無(wú)法了解和你一起游戲，聊天的真實(shí)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(shí)性，其現(xiàn)實(shí)性表現(xiàn)為，這個(gè)社會(huì)為我們提供了許多方便，例如：通過(guò)電子商務(wù)消費(fèi)者可以完成購(gòu)物、網(wǎng)絡(luò)交易等。應(yīng)該說(shuō)電子商務(wù)是虛擬社會(huì)與現(xiàn)實(shí)社會(huì)結(jié)合的產(chǎn)物。通過(guò)電子商務(wù)進(jìn)行的商品交易不是一種單邊而是由買方 和賣方雙邊或多邊完成的一種交易行為。為推動(dòng)電子商務(wù)健康發(fā)展，應(yīng)該在交易過(guò)程中、在交易各方之間建立起一種相互信任機(jī)制。這種機(jī)制必須具備確認(rèn)、鑒別交易另一方真實(shí)身份的功能，并且可以保護(hù)交易各方的利益不受損電子商務(wù)中誠(chéng)信問(wèn)題分析與對(duì)策 –9– trust each other, mutual trust as a social practice [4]. The Inter 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, 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, identify counterparties true identity function, and can protect the interests of the parties to 害，受到損害可以得到公正解決。 3． 電子商務(wù)中 誠(chéng)信 的影響 (1)誠(chéng)信經(jīng)營(yíng)有利于電子商務(wù)企業(yè)擴(kuò)大規(guī)模。 只有通過(guò)誠(chéng)信經(jīng)營(yíng)才能使企業(yè)為企業(yè)營(yíng)造良好的環(huán)境，從而使企業(yè)持續(xù)不斷的發(fā)展。相反，如果不能誠(chéng)信經(jīng)營(yíng)，企業(yè)環(huán)境就無(wú)法得到良好保障，企業(yè)規(guī)模難以得到擴(kuò)大。 (2)誠(chéng)信經(jīng)營(yíng)是強(qiáng)化顧客資源的重要手段。 誠(chéng)信經(jīng)營(yíng)會(huì)使顧客對(duì)企業(yè)滿意度增加，從而對(duì)企業(yè)產(chǎn)生信賴。如果企業(yè)沒(méi)有誠(chéng)信，價(jià)格不真實(shí)，電子商務(wù)中誠(chéng)信問(wèn)題分析與對(duì)策 –10– 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 scale Integrity 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 resources Integrity 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 發(fā)貨不及時(shí)，會(huì)使顧客逐漸流失，導(dǎo)致顧客減少。 (3)誠(chéng)信經(jīng)營(yíng)可以幫助企業(yè)樹(shù)立良好的市場(chǎng)形象。 誠(chéng)信經(jīng)營(yíng)會(huì)使顧客對(duì)企業(yè)有良好的評(píng)價(jià)，從而使更多的人了解該企業(yè)，企業(yè)形象良好化。 (4)誠(chéng)信經(jīng)營(yíng)是提高企業(yè)產(chǎn)品價(jià)格的主要方法。 誠(chéng)信經(jīng)營(yíng)才能使更多的人喜歡該企業(yè)，對(duì)企業(yè)產(chǎn)生信任和滿意，只有這樣才有可能提高產(chǎn)品價(jià)格，如果不能誠(chéng)信經(jīng)營(yíng)，即使降低價(jià)格也不會(huì)使顧客購(gòu)買企業(yè)商品，因?yàn)轭櫩筒荒苄湃味群蜐M意度太低。 (三 )電子商務(wù)中誠(chéng)信問(wèn)題 的主要表現(xiàn)形式 1．價(jià)格欺詐 某些網(wǎng)站對(duì)產(chǎn)品價(jià)格的宣傳電子商務(wù)中誠(chéng)信問(wèn)題分析與對(duì)策 –11– help panies to establish a good market Integrity 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 price Integrity 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 emerce 1． Pricegouging Certain sites on the publicity of price information and is not reliable [5], in the work of publicity, the price of the product description vague or exaggerated, 信息與實(shí)際不符 [5]，在網(wǎng)絡(luò)宣傳時(shí)，對(duì)產(chǎn)品的價(jià)格描述模糊或夸大其詞，致使消費(fèi)者不能得到與預(yù)期價(jià)格一致的產(chǎn)品；消費(fèi)者注冊(cè)時(shí)提交的不真實(shí)信息，給企業(yè)的業(yè)務(wù)處理帶來(lái)難度。各種各樣價(jià)格欺詐現(xiàn)象的出現(xiàn)和因此產(chǎn)生的價(jià)格欺詐恐懼心理，大大削減了電子商務(wù)買賣雙方對(duì)網(wǎng)上交易的興趣。 2．發(fā)貨、付款不到位或不及時(shí) 某些 B2C 網(wǎng)站在收到消費(fèi)者的貨款后不發(fā)貨，或不時(shí)發(fā)貨 [6]，使消費(fèi)者的利益受到侵害；某些消費(fèi)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(shí)付款， 以及消費(fèi)者收到貨物之后的無(wú)故退貨，都增加了企業(yè)營(yíng)銷成本。 電子商務(wù)中誠(chéng)信問(wèn)題分析與對(duì)策 –12– 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 transactio