【正文】 al Electronic Commerce Center has been active in the work of the corporate credit rating, and in the case of access to the market to respond positively to gradually expand the depth and breadth, to establish the China International Electronic Commerce Center credit certification Center. With the popularity of electronic merce, the people involved more and more, the impact of the credibility of emerce is growing, its concern more and more people, many scholars from different angles, the integrity of emerce the issues were: Yao Tianxiang the root of the game theory of the integrity of 的跨平臺(tái)誠(chéng)信數(shù)據(jù)體系，將個(gè)人的誠(chéng)信體系和企業(yè)的誠(chéng)信體系統(tǒng)一起來(lái)建立數(shù)據(jù)庫(kù)，并建立相應(yīng)的數(shù)據(jù)分析系統(tǒng)，加強(qiáng)對(duì)于風(fēng)險(xiǎn)的防范。在國(guó)外，電子商務(wù)已經(jīng)深入人心，它已經(jīng)成為人們生活中重要的組成部分。國(guó)外電子商務(wù)有一套完善的互信機(jī)制和信譽(yù)體系，成熟市場(chǎng)有專門(mén)的信用中介機(jī)構(gòu)來(lái)保證電電子商務(wù)中誠(chéng)信問(wèn)題分析與對(duì)策 –5– emerce, China international Electronic Commerce Center Director Liu Junsheng ideas business integrity issues should be resolved through the establishment of third party credit rating . Jiang Qiping proposed emerce through the establishment of the integrity of ecological integrity missing. Chen Xinxiang, China Electronic Commerce Association, said that for emerce industry, it is imperative to establish a unified crossplatform data system integrity, the personal credit system and credit system of enterprises unify the establishment of a database, and the establishment of appropriate data analysis system for risk prevention. 子商務(wù)企業(yè)和個(gè)人消費(fèi)者的信用，美國(guó)良好的信用 卡制度也為電子商務(wù)的開(kāi)展創(chuàng)造了良好的信用保障。 二、電子商務(wù)誠(chéng)信現(xiàn)狀及問(wèn)題 （一） 電子商務(wù)的發(fā)展現(xiàn)狀及特點(diǎn) 網(wǎng)上購(gòu)物 [1]這種新的購(gòu)物方式正在為越來(lái)越多的人所喜愛(ài)，大批電子商務(wù)類網(wǎng)站（如亞馬遜、卓越、當(dāng)當(dāng)、易趣、和阿里巴巴旗下的淘寶網(wǎng)等）的涌現(xiàn)也吸引了大量的消費(fèi)者。 電子商務(wù)中誠(chéng)信問(wèn)題分析與對(duì)策 –6– Compared to China, the construction of credit system of foreign emerce is still relatively plete. In other countries, emerce has been popular, it has bee an important part of people39。 電子商務(wù)中的信用在大多數(shù)網(wǎng)上消費(fèi)者看來(lái)是動(dòng)態(tài)的和變化的。s Taobao, etc.) ofthe emergence also attracted a large number of consumers. Consumers enjoy 步增加。 當(dāng)然誠(chéng)信問(wèn)題是雙方面的 [3]。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。 電子商務(wù)中誠(chéng)信問(wèn)題分析與對(duì)策 –8– the freedom and convenience of online shopping while also often subject to fraud, poor credibility of the Inter 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 （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。 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]。應(yīng)該說(shuō)電子商務(wù)是電子商務(wù)中誠(chéng)信問(wèn)題分析與對(duì)策 –9– 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 anized 虛擬社會(huì)與現(xiàn)實(shí)社會(huì)結(jié)合的產(chǎn)物。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。 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。相反，電子商務(wù)中誠(chéng)信問(wèn)題分析與對(duì)策 –10– 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 difficulties in business operations Therefore, whether online consumers, work enterprise, business or an intermediary panies (such as Alibaba39。 (2)誠(chéng)信經(jīng)營(yíng)是強(qiáng)化顧客資源的重要手段。如果企業(yè)沒(méi)有誠(chéng)信，價(jià)格不真實(shí)，發(fā)貨不及時(shí)，會(huì)使顧客逐漸流失，導(dǎo)致顧客減少。 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。 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)品電子商務(wù)中誠(chéng)信問(wèn)題分析與對(duì)策 –11– 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, 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, 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(mǎi)企業(yè)商品，因?yàn)轭櫩筒荒苄湃味群蜐M意度太低。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(mǎi)賣(mài)雙方對(duì)網(wǎng)上交易的興趣。 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, 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)