【導(dǎo)讀】電子商務(wù)中誠(chéng)信問(wèn)題分析與對(duì)策。隨著我國(guó)電子商務(wù)的快速發(fā)展，越來(lái)越多的人涉足電子商務(wù)，目。前電子商務(wù)已經(jīng)成為一項(xiàng)重要的商務(wù)形式，給人們的生產(chǎn)生活帶來(lái)了。極大的便利，與此同時(shí)電子商務(wù)誠(chéng)信問(wèn)題越來(lái)越突出：如價(jià)格欺詐，發(fā)貨不及時(shí)、付款不到位或不及時(shí)，商品的售后服務(wù)得不到保證，信。息的安全性得不到保障等事件時(shí)有發(fā)生，針對(duì)這些問(wèn)題產(chǎn)生的原因提。出通過(guò)構(gòu)建我國(guó)電子商務(wù)誠(chéng)信體系來(lái)解決電子商務(wù)誠(chéng)信問(wèn)題，促進(jìn)我。國(guó)電子商務(wù)健康發(fā)展，電子商務(wù)誠(chéng)信體系的建立需要政府、企業(yè)和消。企業(yè)及消費(fèi)者所應(yīng)承擔(dān)的任務(wù)作了探討。（一）企業(yè)要提高誠(chéng)信意識(shí)，主動(dòng)樹(shù)立誠(chéng)信形象.........39

　　

【正文】 the contract and trustworthy behavior bee more and more frequent, more extensive, gave rise to the ethical values of society as a whole. It can be seen, economists explain the occurrence of acts of social integrity, people default to a rational, purely economic, and market the main driver of economic interests, have to focus on their own reputation and behavior. The third view is that the cooperation and division of labor is the integrity of the objective conditions. Exchange between the development of social productive forces and social transformation of the mode of production, specialization and division of labor has 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(wú)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)家多依奇的囚徒困境實(shí)踐中，人際信任的有無(wú)以雙方合作與否來(lái)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(guò)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(lái)測(cè)量人們?cè)陔娮由虅?wù)中誠(chéng)信問(wèn)題分析與對(duì)策 –22– bee an inevitable requirement for social production, due to the division of labor, cooperation, and cooperation is bound to require producers to trust each other, trust and cooperation can not happen. Therefore, the integrity has bee an inevitable, economist with the economics theory of the integrity of the produce obtained faith conduct social consequences: reducing transaction costs. Indeed, both parties are mutual promises, emphasis on reputation in the transaction process will save a lot of unnecessary links, to accelerate the speed of the flow of goods, improve the level of social exchange, thus increasing the economic benefits of society. Economics 人際信任特質(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)，是人在遭受一定的情境刺激時(shí)所做出的應(yīng)急反應(yīng)。這里的“情境刺激”的含義是值得我們深入思考的，我想，這里的“情境”可能包括各種各樣的社會(huì)實(shí)際存在的社會(huì)互動(dòng)形式以及由此形成的社會(huì)關(guān)系。這里的由于外界刺激的“反應(yīng)”應(yīng)包括情感性的反應(yīng)和理智性的反應(yīng)，可能這種出于情境刺激的誠(chéng)信行為 是情感性的較多一點(diǎn)。這種“刺激反應(yīng)論”很類(lèi)似生物學(xué)上的“條件反射論”，它們都把人或動(dòng)植物作為一種被動(dòng)地接受刺激，并依據(jù)不同刺激條件作出反應(yīng)的存在物，并把它們的行為歸結(jié)為一種由外界條件決定的因變量。這種“刺激反應(yīng)論”是不能很有力地說(shuō)明誠(chéng)信意識(shí)、誠(chéng)信行為產(chǎn)生的根本原因的。雖然它把對(duì)誠(chéng)信行電子商務(wù)中誠(chéng)信問(wèn)題分析與對(duì)策 –23– believe that the lack of social integrity is due to the 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, 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 為的研究建立在人們的心理反應(yīng)機(jī)制基礎(chǔ)之上，但我們認(rèn)為它這種理論忽視了主體的主觀能動(dòng)性，把人置于一種被動(dòng)地應(yīng)付的狀態(tài)中，這種理論很容易讓人有一種感覺(jué)，即人們的誠(chéng)信行為是被動(dòng)地去適應(yīng)情境的表現(xiàn)方式。事實(shí)上，人與環(huán)境是互動(dòng)的、雙向的關(guān) 系，處于特定情境中的人雖然受到特定情境的制約，但同時(shí)也反作用于情境條件，施予環(huán)境一定的影響，進(jìn)而改變了原來(lái)的情境狀態(tài)。而這種理論把人假想成一個(gè)沒(méi)有任何主體意識(shí)、主觀思想或者這種主觀能動(dòng)性很少的存在物，這是不合理的，也是沒(méi)有任何意義的。另一方面，如果這種理論不事先說(shuō)明主體內(nèi)心是否具有誠(chéng)信意識(shí)或誠(chéng)信思想，則這一理論是無(wú)法解釋清楚個(gè)體如何能夠表現(xiàn)出誠(chéng)信行為的。因此，如果事先已證明主體自內(nèi)心具有一定的誠(chéng)信觀念，則運(yùn)用這一理論解釋個(gè)體何以在這種情境下會(huì)守信，而在另一種情境中卻電子商務(wù)中誠(chéng)信問(wèn)題分析與對(duì)策 –24– 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, 會(huì)失信的原因，才是可能的。此外，此理論對(duì)于 如何防止失信行為的發(fā)生，建構(gòu)誠(chéng)信體制的基本途徑的探索也具有一定的局限性。 （二） 我國(guó)電子商務(wù)誠(chéng)信影響電子商務(wù)中誠(chéng)信問(wèn)題分析與對(duì)策 –25– 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 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 因素分析 上述經(jīng)濟(jì)學(xué)家和社會(huì)心理學(xué)家對(duì)誠(chéng)信問(wèn)題的解釋雖然很深刻，但是都具有一定的片面性，實(shí)際上產(chǎn)生誠(chéng)信問(wèn)題的原因很多，要解決該問(wèn)題就應(yīng)該首先弄清楚哪些因素會(huì)產(chǎn)生誠(chéng)信問(wèn)題。對(duì)于我國(guó)的電子商務(wù)誠(chéng)信問(wèn)題，主要影響因素可以歸納為如下幾方面。 1．我國(guó)誠(chéng)信基礎(chǔ)薄弱，社會(huì)信用體制尚未完全建立 由于我國(guó)長(zhǎng)期的“重商主義”影響，導(dǎo)致一些傳統(tǒng)的社會(huì)誠(chéng)信道德與倫理的缺失。消費(fèi)者、人與人之間防范 多于信任，是電子商務(wù)發(fā)展的心理障礙。交易中假冒偽劣商品肆虐，虛假?gòu)V告泛濫，合同履約率低，經(jīng)理人缺少誠(chéng)信，信用卡詐騙，對(duì)欠債追討力等誠(chéng)信問(wèn)題每天見(jiàn)于報(bào)端，幾乎成了普遍現(xiàn)象。而電子商務(wù)作為不見(jiàn)電子商務(wù)中誠(chéng)信問(wèn)題分析與對(duì)策 –26– 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, 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 n