【正文】 economic activities of society, when people39。s dishonesty caused by economic interests than the price paid by the acts of dishonesty, a large number of people will continue to repeat such acts of dishonesty, resulting in serious deficiencies in the munity as a whole integrity. Further analysis of the economic benefits caused by acts of dishonesty led to more than pay for the cost of the reasons, 社會(huì)生活的基本形式之一，生產(chǎn)活動(dòng)是社會(huì)一切活動(dòng)的基礎(chǔ)和前提。因此，無論什么社會(huì)現(xiàn)象，社會(huì)問題，人們都習(xí)慣于從人們的經(jīng)濟(jì)活動(dòng)中找原因，而且認(rèn)為從這里找到的原因才是事物之所以如此的根本原因?？梢钥闯?，經(jīng)濟(jì)學(xué)家對(duì)于社會(huì)誠(chéng)信問題的分析正是緊緊抓住了人們這一基本活動(dòng)，把從事經(jīng)濟(jì)活動(dòng)的主體視為一個(gè)追求經(jīng)濟(jì)利益的理性經(jīng)濟(jì)人，強(qiáng)調(diào)誠(chéng)信的理性基礎(chǔ)和制度基礎(chǔ)，把誠(chéng)信定位為人 們之間的一種契約關(guān)系。經(jīng)濟(jì)學(xué)家重視主體的理性判斷和理性選擇在建立契約關(guān)系中的決定性作用，因此，他們認(rèn)為構(gòu)建社會(huì)的誠(chéng)信機(jī)制必須從建構(gòu)社會(huì)的法制制度、產(chǎn)權(quán)制度入手，給誠(chéng)信機(jī)制以制度上的保障， 才能從根本上限制失信行為的發(fā)生。雖然，從經(jīng)濟(jì)學(xué)角度解釋誠(chéng)信行為以及誠(chéng)信的缺失有很強(qiáng)的說服力，但我們從中也可以看出一些明顯的不合理之處。首先，經(jīng)濟(jì)學(xué)把人定義為一電子商務(wù)中誠(chéng)信問題分析與對(duì)策 –18– economists believe that the socioeconomic system is not perfect, the socialpetitive behavior is not standardized, social supervision and restraint is not enough information is not symmetry caused. Economist for the social good faith behavior and lack of credit causes analysis is more profound and reasonable. After all, economic life is one of the basic form of our social life, and production activities is the basis and prerequisite for all activities of society. Therefore, no matter what social phenomena, social problems, people are accustomed to from the 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 個(gè)純粹追求經(jīng)濟(jì)利益的經(jīng)濟(jì)人這一點(diǎn)是有失全面的。這種觀點(diǎn)在傳統(tǒng)的經(jīng)濟(jì)學(xué)理論中尤其突出。傳統(tǒng)的經(jīng)濟(jì)學(xué)理論在解釋人的許多社會(huì)行為時(shí)，都是把人預(yù)想為一個(gè)經(jīng)濟(jì)人而存在的，認(rèn)為人 的根本目的就是追求經(jīng)濟(jì)利益的獲得，對(duì)經(jīng)濟(jì)利益的追求可以不擇手段，不考慮過程。從這樣一個(gè)前提出發(fā)，對(duì)于誠(chéng)信行為的解釋就會(huì)很片面，很狹隘，就無法解釋人在沒有經(jīng)濟(jì)利益的驅(qū)使下信守承諾，遵守諾言的守信行為，無法解釋一些人舍生取義、舍己為人的高尚的行為表現(xiàn)。其次，經(jīng)濟(jì)學(xué)理論的解釋把人置于一個(gè)互相利用的社會(huì)交際網(wǎng)中，把人們之間的關(guān)系簡(jiǎn)單化為一種純粹的利益關(guān)系，從而把誠(chéng)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(jì)關(guān)系存在于社會(huì)中，這是不合理的，而且這也無法解釋某些利他性行為。最后，經(jīng)濟(jì)學(xué)理論強(qiáng)調(diào)對(duì)于誠(chéng)信機(jī)制的建構(gòu)從外部 的制度建設(shè)入手，加強(qiáng)法電子商務(wù)中誠(chéng)信問題分析與對(duì)策 –19– 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 legal system, property rights system to start, to the integrity of the mechanism to the protection system, can fundamentally limit the occurrence of acts of dishonesty. Although from an economic point of view to explain the lack of ethical behavior and integrity are very convincing, but we can be seen from some obvious irrationalities. First, economics, the definition of a purely economic pursuit of economic interests, it is forsaking the full. This view is particularly prominent in the traditional economic theory. Traditional economic theory to explain human social behavior, are the people expected an economic man exists, 制的、市場(chǎng)的和信息的等方面的制度建設(shè)，而忽視對(duì)于人們誠(chéng)信觀念的內(nèi)在培養(yǎng)，忽視人們自身修養(yǎng)不斷提高和人們追求自我道德品質(zhì)的不斷提升的內(nèi)在需求。這從根本上是不能保證社會(huì)誠(chéng)信度的提高的。從上面這些論述可以看出，經(jīng)濟(jì)學(xué)視角下的誠(chéng)信還有待于進(jìn)一步深化和完善，其缺陷和不足之處也引起了人們的許多關(guān)注，因此人們從其研究領(lǐng)域中吸取了一些理論知識(shí)補(bǔ)充和修正其理論觀點(diǎn)。 電子商務(wù)中誠(chéng)信問題分析與對(duì)策 –20– that the fundamental purpose is the pursuit of economic interests to obtain the means of the pursuit of economic interests, without considering the process . From the premise of departure, for good faith acts of interpretation will be very onesided, very narrow, on can not explain people with no economic interests driven to honor mitments, to ply with the promise of trustworthy behavior, can not explain some homes raw justice, and gave himself man39。s noble behavior performance. Second, economic theory to explain people at a mutual advantage of the social munication work, to simplify the relationship between the people a pure interest, thus the integrity of this can reflect the moral elements of the subject itself downgraded an economic relationship exists in the society, which is unreasonable, and this can not explain some altruistic sex. Finally, economic theory emphasizes the integrity mechanism constructed starting 2．社會(huì)心理學(xué)的解釋 社會(huì)心理學(xué) [8]把人的誠(chéng)信行為置于人們無法直接看到的心理層面上予以解釋，對(duì)于誠(chéng) 信意識(shí)、誠(chéng)信行為發(fā)生的內(nèi)在機(jī)制作了深刻的剖析，它的觀點(diǎn)有以下兩種：“將信任理解為對(duì)情境的反應(yīng)，是由情境刺激決定個(gè)體心理和行為?！薄霸谏鐣?huì)心理學(xué)家多依奇的電子商務(wù)中誠(chéng)信問題分析與對(duì)策 –21– from the external institution building, strengthening the rule of law, market and information system construction, while ignoring the internal culture of the people39。s ethical values, ignoring the people selfcultivation continuously improve and people to pursue selfmoral quality of the everincreasing internal demand. This fundamentally can not guarantee the improvement of the social integrity. Can be seen from above, these statements, the integrity of the economics perspective needs to be further deepen and perfect the defects and deficiencies are also aroused a lot of attention, a number of theoretical knowledge to plement and draw people from the research areas Fix the theoretical point of view. 2． The interpretation of social psychology Social psychology [8] placed in the person of integrity acts to be explained on a psychological level, 囚徒困境實(shí)踐中，人際信任的有無以雙方合作與否來反映，兩個(gè)人之間的信任程度，會(huì)隨著實(shí)驗(yàn)條件的改變而改變，在這種情況下，信任被看作一個(gè)由外界刺激決定的因變量?！薄皩⑿湃卫斫鉃閭€(gè)人人格特質(zhì)的表現(xiàn)，是一種經(jīng)過社會(huì)學(xué)習(xí)而形成的相對(duì)穩(wěn)定的人格特點(diǎn)，其代表人物有心理學(xué)家羅特、懷特曼等，他們認(rèn)為一個(gè)人的生活經(jīng)歷和對(duì)人性的看法會(huì)使他 她 $ 形成對(duì)他人的可信賴程度的通常期望或 信念。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(xué)者編制了很多量表來測(cè)量人們?cè)谌穗H信任特質(zhì)上的個(gè)體差異?！笨梢钥吹?，社會(huì)心理學(xué)家著重從個(gè)體的心理認(rèn)知內(nèi)容和行為表現(xiàn)去解釋誠(chéng)信行為，第一種觀點(diǎn)把誠(chéng)信解釋為一種主體對(duì)外界刺激的反應(yīng)，是人在遭受