【正文】 grity 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 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 noble behavior performance. Second, economic theory to explain people at a mutual advantage of the social munication network, 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 from the external institution building, strengthening the rule of law, market and information system construction, while ignoring the internal culture of the people39。s Dilemma practice of social psychologist and more in accordance with the odd, the presence or absence of interpersonal trust to cooperation or not to reflect, two people between the level of trust, with the change of the experimental conditions change, in this case, trust is seen as a dependent variable determined by the external stimuli. will trust to understand the performance of an individual personality, is a through social learning and the formation of relatively stable personality characteristics, and their representative have a psychologist Roth, Whiteman, they think a person39。s mental cognitive content and behavior to explain the behavior of integrity, the first view integrity interpreted as a subjective reaction to outside stimuli, is made subject to certain situations stimulate out of the emergency response. Situational stimulus meaning is worthy of our indepth reflection, I think that the situation may include the actual existence of a variety of social forms of social interaction and the formation of social relations. Here due to external stimulation of the response should include emotional responses and rational reaction, may be out of situations stimulate the integrity of behavior more of the emotional. This stimulusresponse theory is very similar biological conditioned reflex theory, they regard the person, animal or plant as a passive acceptance of stimulus, and according to different stimulus conditions for the existence of reaction, and their behavior attributed to the determined by external conditions, the dependent variable. This stimulusresponse theory is not very strong indication of the fundamental causes of the awareness of honesty, integrity behavior. Although it is faith conduct research to establish the basis of people39。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 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。 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]。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 integrityChin