【正文】 ncing factors of China39。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 minds. Since reform and opening China39。s marketoriented mode of operation, having been created. Operation but there were irregularities, not to form an effective administrative mechanisms, and industry selfregulation has not yet formed. 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 credit information of segmentation. Mainly caused by two reasons: on the one hand, our previous credit system itself is the nature of the industry, banking, tax, legal, insurance and other departments have their own repository The repository itself is not relative to the Internet, and thus unable to achieve information sharing。 the other hand, emerce trade, even if the various sectors of the repository Internet, but due to the mutual confidentiality of some mercial credit information of the industry, resulting in the trading parties can not gain beneficial information. The lack of credit system construction has seriously affected the normal development of emerce.2．Online trading information asymmetries and otherOnline trading both sides through the exchange of pages, difficult to have facetoface munication, the two sides with varying degrees of product information to grasp, only transactions [9] based on experience. According to CNNIC (China Internet Network Information Center), China Internet Development Statistics Report, the actual purchase by the user and look forward to the type of goods purchased can be seen, relatively low prices of goods such as books, audio, software, flowers, gifts, munication products is the major hot spots of the online consumer. Under asymmetric information, consumers select only some modity information is not important modity.3．Market, low barriers to entry, legal virtual bitRun easy emerce businesses for approval, only registered in the business sector can be opened [10]。 small investment assets, asset specificity is low, less demanding liquidity, lower qualification requirements for practitioners. This low barriers to entry, coupled with the absence of the virtual network and national mercial credit system for the lack of the integrity of emerce foreshadowed. China39。s emerce laws and regulations are not plete and the lack of clear laws and regulations to regulate emerce, the existing regulations also greatly improve the space.4．Generally weak sense of social integrityChina39。s market credit trading developed, the munity is generally a lack of modern market economy under the conditions of the credit awareness and credit ethics. Lack of understanding of businesses and enterprises, enterprises and consumers, many panies and individuals for the importance of credit to prevent than to trust people.5．Security technology bottleneck is not exceededNetwork security technology is imperfect, a malicious attacker is very easy for an emerce site to expand the packet interception, so that the authenticity of emerce information is threatened, and likely to cause the change of the transmission of information and counterfeiting, and even the risk of missing.6．Inplete part of the business conditions lead to integrity can not be guaranteedPart of the conditions are not plete, the lack of a plete set of matching system processes and information flow, capital flow and logistics. Resulting in the issue of integrity can not be guaranteed in the transaction process, customer emerce activities, reverse psychology, business development lags behind（三）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 administrativ