【正文】 者的利益受到侵害；某些消費(fèi)者采用貨到付款支付方式，卻在收到貨物后拒絕付款，或不及時(shí)付款，以及消費(fèi)者收到貨物之后的無(wú)故退貨，都增加了企業(yè)營(yíng)銷(xiāo)成本。另一方面，有些電子商務(wù)經(jīng)營(yíng)者雖然設(shè)置有商品售后服務(wù)中心，但售后服務(wù)條件差，服務(wù)態(tài)度惡劣，服務(wù)質(zhì)量低下，給網(wǎng)上商品購(gòu)買(mǎi)者留下了非常不好的印象。根據(jù)調(diào)查 [7]： ％的被調(diào)查者在使用網(wǎng)絡(luò)或在線交易時(shí)遭遇過(guò)自己的個(gè)人信息被人竊取經(jīng)歷； 66％的被調(diào)查者懷疑自己的個(gè)人信息在自己不知情的情況下被相關(guān)網(wǎng)站收集。他們的主要觀點(diǎn)有以下幾點(diǎn)：“社會(huì)誠(chéng)信 從本質(zhì)上來(lái)說(shuō)是不同個(gè)體自利之間斗爭(zhēng)所達(dá)成的一個(gè)互利均衡結(jié)果?！薄敖?jīng)濟(jì)學(xué)家認(rèn)為合作并非是自我產(chǎn)生的文化，而僅是專(zhuān)業(yè)化與分工的必然要求。這時(shí)候，交易的電子商務(wù)中誠(chéng)信問(wèn)題分析與對(duì)策 –15– raise prices, if not the integrity of management, even if the lower price nor will customers buy corporate goods, because customers can not trustand satisfaction is too low (三 ) The main manifestations of the credibility of emerce 1． Pricegouging Certain sites on the publicity of price information and is not reliable [5], in the work of publicity, the price of the product description vague or exaggerated, resulting in consumers not consistent with the expected price products。從社會(huì)的層面上來(lái)說(shuō)，當(dāng)個(gè)體的這種履行契 約的守信行為變得越來(lái)越頻繁，越來(lái)越廣泛的時(shí)候，整個(gè)社會(huì)的誠(chéng)信觀念就產(chǎn)生了。第三種觀點(diǎn)認(rèn)為合作與分工是誠(chéng)信產(chǎn)生的客觀條件。因此，誠(chéng)信產(chǎn)生也就成為必然，所以經(jīng)濟(jì)學(xué)家用經(jīng)濟(jì)學(xué)的理論對(duì)誠(chéng)信的產(chǎn)生進(jìn)行電子商務(wù)中誠(chéng)信問(wèn)題分析與對(duì)策 –16– variety of pricegouging phenomenon and the resulting pricegouging fear, greatly reduced interest in emerce buyers and sellers of online transactions. 2． Delivery, payment is not in place or not timely Some B2C websites shipping after receipt of the payment of consumers, or from time to time delivery [6], so that the interests of consumers have been infringed。 的確，交易雙方如果都互守承諾，重視信譽(yù)，則在交易過(guò)程中會(huì)省去許多不必要的環(huán)節(jié)，加快商品的流通速度，提高社會(huì)的交換水平，進(jìn)而增加社會(huì)的經(jīng)濟(jì)效益。進(jìn)一步分析引起失信行為導(dǎo)致的經(jīng)濟(jì)利益大于為此所付出的代價(jià)原因時(shí)，經(jīng)濟(jì)學(xué)家認(rèn)為主要是社會(huì)經(jīng)濟(jì)體制的不健全， 社會(huì)競(jìng)爭(zhēng)行為的不規(guī)范，社會(huì)的監(jiān)督約束力度不夠以及信息的不對(duì)稱(chēng)性等造成的。畢竟，經(jīng)濟(jì)生活是我們社會(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。可以看出，經(jīng)濟(jì)學(xué)家對(duì)于社會(huì)誠(chéng)信問(wèn)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。 66% of respondents suspect that their personal information unknowingly related site collection. 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。首先，經(jīng)濟(jì)學(xué)把人定義為一個(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。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(guò)程。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(wú)法解釋某些利他性行為。這從根本上是不能保證社會(huì)誠(chéng)信度的提高的。 電子商務(wù)中誠(chéng)信問(wèn)題分析與對(duì)策 –20– the business munity, business reputation. economists believe that cooperation is not the culture of selfgenerated, but only the specialization and division of labor. in the socioeconomic modity exchange between the owner of the goods due to various factors restricting borrowing of money and goods on credit behavior will inevitably occur. At this time, the transaction will be entered into a contract to establish a mutually expect each other to fulfill the contractual provisions of the trust relationship, therefore, the acts of good faith is essentially a contractual relationship is a result of people39?！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。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。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。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。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)。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。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。 （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。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。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。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