毕业论文(设计)-电子商务中诚信问题的研究与对策电子商务结课论文

结课论文（设计）电子商务中诚信问题的研究与对策ResearchandStrategiesofthecredibilityofe-commerce

独创性说明作者郑重声明：本毕业论文（设计）是我个人在指导教师指导下进行的研究工作及取得研究成果。尽我所知，除了文中特别加以标注和致谢的地方外，毕业论文（设计）中不包含其他人已经发表或撰写的研究成果，也不包含为获得辽东学院或其他单位的学位或证书所使用过的材料。与我一同工作的同志对本研究所做的贡献均已在论文中做了明确的说明并表示了谢意。作者签名：___________日期：____-PAGEII--PAGEII-毕业论文（设计）原创性声明本人所呈交的毕业论文（设计）是我在导师的指导下进行的研究工作及取得的研究成果。据我所知，除文中已经注明引用的内容外，本论文（设计）不包含其他个人已经发表或撰写过的研究成果。对本论文（设计）的研究做出重要贡献的个人和集体，均已在文中作了明确说明并表示谢意。作者签名：日期：毕业论文（设计）授权使用说明本论文（设计）作者完全了解**学院有关保留、使用毕业论文（设计）的规定，学校有权保留论文（设计）并向相关部门送交论文（设计）的电子版和纸质版。有权将论文（设计）用于非赢利目的的少量复制并允许论文（设计）进入学校图书馆被查阅。学校可以公布论文（设计）的全部或部分内容。保密的论文（设计）在解密后适用本规定。

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注意事项1.设计（论文）的内容包括：1）封面（按教务处制定的标准封面格式制作）2）原创性声明3）中文摘要（300字左右）、关键词4）外文摘要、关键词5）目次页（附件不统一编入）6）论文主体部分：引言（或绪论）、正文、结论7）参考文献8）致谢9）附录（对论文支持必要时）2.论文字数要求：理工类设计（论文）正文字数不少于1万字（不包括图纸、程序清单等），文科类论文正文字数不少于1.2万字。3.附件包括：任务书、开题报告、外文译文、译文原文（复印件）。4.文字、图表要求：1）文字通顺，语言流畅，书写字迹工整，打印字体及大小符合要求，无错别字，不准请他人代写2）工程设计类题目的图纸，要求部分用尺规绘制，部分用计算机绘制，所有图纸应符合国家技术标准规范。图表整洁，布局合理，文字注释必须使用工程字书写，不准用徒手画3）毕业论文须用A4单面打印，论文50页以上的双面打印4）图表应绘制于无格子的页面上5）软件工程类课题应有程序清单，并提供电子文档5.装订顺序1）设计（论文）2）附件：按照任务书、开题报告、外文译文、译文原文（复印件）次序装订3）其它摘要随着我国电子商务的快速发展，越来越多的人涉足电子商务，目前电子商务已经成为一项重要的商务形式，给人们的生产生活带来了极大的便利，与此同时电子商务诚信问题越来越突出：如价格欺诈，发货不及时、付款不到位或不及时，商品的售后服务得不到保证，信息的安全性得不到保障等事件时有发生，针对这些问题产生的原因提出通过构建我国电子商务诚信体系来解决电子商务诚信问题，促进我国电子商务健康发展，电子商务诚信体系的建立需要政府、企业和消费者三方面共同努力来建设，本文对电子商务诚信体系建设中政府、企业及消费者所应承担的任务作了探讨。关键词：电子商务；诚信；诚信缺失；诚信体系-PAGEVI-ResearchandStrategiesofthecredibilityofe-commerceAbstractWiththerapiddevelopmentofelectroniccommerceinChina,moreandmorepeopleinvolvedinelectroniccommerce,atpresent,electroniccommerceisanimportantbusinessformsofproductionandlife,givepeopleagreatconvenience,atthesametimee-commerceproblemisbecomingmoreandmoreserious,suchasprice,deliveryintimeandnotfraudulentpaymentisnotinplaceornotintime,commodityafter-salesservicewithoutguaranteethesecurityoftheinformationisnotguaranteedincidentssuchastheseproblems,inthelightoftheseproblems,thecausesofproposedthroughthegovernment,enterprisesandindividualsfromthreeaspectsconstructingChina'se-commercesystemstosolveproblemse-commerce,andpromotethehealthydevelopmentofelectroniccommerceinChina.Keywords:electroniccommerce；thegoodfaith；thelackofcredibility；integritysystem 目录TOC\o"1-4"\h\z\u摘要 IAbstract II一、概述 1（一）本文研究的背景 1（二）关于电子商务中诚信问题研究现状 2（三）本文的主要工作 3二、电子商务诚信现状及问题 4（一）电子商务的发展现状及特点 4（二）电子商务中诚信的内涵 51、诚信的含义 52、电子商务中诚信的内涵 63、电子商务中诚信的影响 6(三)电子商务中诚信问题的主要表现形式 81、价格欺诈 82、发货、付款不到位或不及时 83、产品的售后服务得不到保证 84、信息的安全性得不到保障 9三电子商务诚信影响因素分析 10（一）电子商务诚信的多维度分析 101、经济学的解释 102、社会心理学的解释 14（二）我国电子商务诚信影响因素分析 171、我国诚信基础薄弱，社会信用体制尚未完全建立 172、网上交易双方信息不对等 193、市场进入壁垒低，法律虚位 194、社会诚信意识普遍薄弱。 205、安全技术瓶颈未突破 206、部分企业条件不完备导致诚信无法保证 20（三）我国电子商务影响因素的系统分析 211、消费者方面 212、企业方面 233、环境方面 244、各影响因素之间的相互影响及相互制约关系 25四、电子商务诚信体系的构建方案 27（一）企业要提高诚信意识，主动树立诚信形象 27（二）政府要营造社会诚信大环境 281、法律法规的制定和完善 282、政府执行法律法规方面 293、政府诚信监管方面. 30（三）消费者方面 31（四）安全技术方面 31结论 33Conclusion 34参考文献 35附录A演示文稿 36致谢 37课程结课论文审阅评分表 38课程结课论文答辩记录评分表 39PAGE2–PAGE39–OutlineThebackgroundofthisstudyE-commerceasanewbusinessmodelofthe21stcentury,ithasbroadprospectsfordevelopmentaroundtheworldareactivelydevelopinge-commerce.Asaninnovativeeconomicoperation,itsimpactisfeltfarbeyondthecommercialfield.E-commerceasanimportantbusinessactivitiesinChina'smoderneconomiclife,playanincreasinglyimportantroleineconomicdevelopment.Asoftheendof2010,accordingtotheChinaInternetNetworkInformationCenter(CNNIC),thescaleofChinesenetizensreached457millionpeople,thesizeoftheonlineshoppingusersyear-on-yeargrowthof48.6%toreach161million.IResearchdataalsoshowthatin2010,theannuale-commercetransactionsamountedto4.8trillionyuan,representinganincreaseof33.5%over2009.Expectedthenextthreetofiveyears,theChinesee-commercemarketwillcontinuetomaintainasustainedandstablegrowthsteadilyyearonyeargrowthisexpectedtoexceed10trillionyuanin2013.Butontheotherhand,e-commercedevelopmentinChinahasbeenaccompaniedbyashadow,thatistheissueofintegrity.IntheB2Bfield,thefieldofC2C,andtherecentriseofBuyingOnlineactivities,lackcredibilitycausedbyvariouseventsoccurfrequently,theissueofintegrityhasbecomeanimportantbottleneckrestrictingthedevelopmentofelectroniccommerce.E-commercetorapidandsustainabledevelopment,wemustacceleratetheintegrityofthebuilding.（二）Researchontheintegrityofe-commerce"Integrity"isthebasisofalleconomicactivities,wewantthe"goodfaith"throughouttheenterpriseandindustrydevelopmentofthewhole,foranyactsoffraudmustbe"zerotolerance",thistoensurethatmarkettransactions,prosperous,healthyeconomicdevelopment.Theissueofintegrityine-commerceisnotveryrecent,asearlyasthebeginningofthee-commercerise,manypeopleofinsightconcernedabouttheintegrityofe-commerce,thefoundingofAlibabaputtheintegrityofmanagementasacorporatefootholdinthis2000,ChinainternationalElectronicCommerceCenterhasbeenactiveintheworkofthecorporatecreditrating,andinthecaseofaccesstothemarkettorespondpositivelytograduallyexpandthedepthandbreadth,toestablishthe"ChinaInternationalElectronicCommerceCentercreditcertificationCenter.Withthepopularityofelectroniccommerce,thepeopleinvolvedmoreandmore,theimpactofthecredibilityofe-commerceisgrowing,itsconcernmoreandmorepeople,manyscholarsfromdifferentangles,theintegrityofe-commercetheissueswere:YaoTianxiangtherootofthegametheoryoftheintegrityofe-commerce,ChinainternationalElectronicCommerceCenterDirectorLiuJunshengideasbusinessintegrityissuesshouldberesolvedthroughtheestablishmentofthirdpartycreditrating.JiangQipingproposede-commercethroughtheestablishmentoftheintegrityofecologicalintegritymissing.ChenXinxiang,ChinaElectronicCommerceAssociation,saidthatfore-commerceindustry,itisimperativetoestablishaunifiedcross-platformdatasystemintegrity,thepersonalcreditsystemandcreditsystemofenterprisesunifytheestablishmentofadatabase,andtheestablishmentofappropriatedataanalysissystemforriskprevention.ComparedtoChina,theconstructionofcreditsystemofforeigne-commerceisstillrelativelycomplete.Inothercountries,e-commercehasbeenpopular,ithasbecomeanimportantpartofpeople'slives.Ebay,AmazonintheworldhasaverylargemarketandtheimpactofglobalInternetcompanies,hasdevelopedinto.Foreigne-commercehasacomprehensivemechanismofmutualtrustandcredibilityofthesystem,maturemarketshaveaspecialcreditintermediariestoensurethate-commercebusinessesandindividualconsumersofcredit,goodcreditcardsystemintheUnitedStatesbutalsoforthelaunchingofthee-commercehascreatedagoodcreditprotection.（三）ThemainworkInthispaper,themanifestationofthee-commerceintegritytosortoutthefactorsaffectingtheintegrityofe-commercemorein-depthsystemanalysis,anumberofcountermeasurestosolvetheproblemofe-commerceintegrity.二、Currentsituationandproblemsofe-commerceintegrity（一）Statusandcharacteristicsofe-commercedevelopmentOnlineshopping[1]Thisnewwaytoshopformoreandmorepeoplearelovedbyalargenumberofe-commercesites(suchasAmazon,excellence,Dangdang,eBayandAlibaba'sTaobao,etc.)oftheemergencealsoattractedalargenumberofconsumers.Consumersenjoythefreedomandconvenienceofonlineshoppingwhilealsooftensubjecttofraud,poorcredibilityoftheInternethasbecomeabigcriticismofe-commerceAsweallknow,onlineshoppingisnotliketraditionaltransactionsasseeing,hear,touchhands,theexistenceofrealfeelingsofgoods[2],abletounderstandtheinformationislimitedtoonlinepicturesandtextdescriptionofthemeansofthetransactionstendtobepaidbybanktransferandthepostofficetosendthegoods,whichgivesthelaw-breakerscantakeadvantageofconsumershavebeencheated,evenifthecomplaintsareduetothegeographicalspanandsellersofrealuncertaintyisdifficulttobehandledproperlyandtoprotect.Creditinmostonlineconsumersinthee-commerceappearstobedynamicandchange.Thecreditisbasedonthepurchaseexperienceslowly,foreachshoppingsite,onlineconsumersfromtheinitialpreliminaryunderstandingtotheearlybrowsingunderstanding,andthentothemid-purchaseattempts,andfinallytheformationofbasictrustinthesuccessfulpurchasethistrustwiththesuccessfulpurchaseexperienceincreasesgraduallyincrease.Sitecredit,onceformed,haveanimportantroleinmaintainingthenumberofestablishedbuyers.Ofcourse,thecredibilityofbothsides[3].Forexample,ane-commercesitesorganizedbydiscountorsweepstakes,ifusersdonotwin,itwillleadtoalargenumberofreturnbehavior,makingtheoperatoroftherisingcost,andevencausephaseloss.TherootcausesofthisphenomenonisthatInternetusersdishonesty,causingdifficultiesinbusinessoperationsTherefore,whetheronlineconsumers,networkenterprise,businessoranintermediarycompanies(suchasAlibaba'sAlipay),theaverageofitsoverallintegrityofthewaterneedstobeimproved,otherwisetheintegrityproblemwouldseverelyhindere-commercefurtherdevelopa（二）Theintegrityofthecontentofe-commerce1．ThemeaningofintegrityIntegrityisamoralcategory,isthesecond"identitycard"ofthecitizens,collectively,ofthedailybehaviorofthehonestandtheofficialexchangecredit.Othersdoingthingsthatis,sincere,honest,reputation,andPromisesmustbekeptandactionmustberesolute,authoritative,asgoodasgold.2．Theintegrityofthecontentofe-commerceE-commerceintegrityofthenetworkenvironment,eachother,trusteachother,mutualtrustasasocialpractice[4].TheInternetisavirtualsociety,virtualperformanceasyoucannotunderstandthegame,withyouthetrueidentityofthechat,itisthisvirtualnatureprovidesuswithanothernewwayoflifeandtheenvironment;butitisalsohasacertainreality,therealityofperformanceforthiscommunityprovidesuswithmanyconveniences,suchas:shoppingcanbedonethroughe-commerceconsumers,networktransactions.Itshouldbesaidthate-commerceistheproductofthecombinationofvirtualcommunityandsocialreality.Commoditytradingthroughe-commerceisnotaunilateralbutabilateralormultilateralbuyerandsellercompleteatransaction.Forpromotinge-healthdevelopmentinthecourseofdealingbetweenthepartiestothetransaction,toestablishamutualtrustmechanism.Thismechanismmusthaveconfirmed,identifycounterpartiestrueidentityfunction,andcanprotecttheinterestsofthepartiestothetransactionwillnotbeharmed,thedamagetoberesolvedfairly.3．Theimpactofe-commerceintheintegrityofthe(1)Integritymanagementfore-commercebusinessestoexpandthescaleIntegritymanagementtoenableenterprisestocreateafavorableenvironmentfortheenterprise,enablingbusinessescontinueddevelopment.Conversely,iftheintegrityofmanagement,theenterpriseenvironmentwillnotbeabletogetgoodprotection,firmsizeisdifficulttobeexpanded.(2)IntegritymanagementisanimportantmeanstostrengthencustomerresourcesIntegritymanagementwillmakecustomersincreasebusinesssatisfactionandtrustoftheenterprise.Iftheenterprisehasnocredibility,falseprices,deliveryisnottimely,customerwillbegraduallylost,leadingtothecustomertoreduce.(3)IntegritymanagementcanhelpcompaniestoestablishagoodmarketIntegritymanagementwillmakecustomershaveagoodevaluationoftheenterprise,sothatmorepeopleknowaboutthecompany,goodcorporateimage(4)IntegritymanagementistoimprovetheproductpriceIntegritymanagementtomakemorepeoplelikethecorporate,corporatetrustandsatisfaction,andonlyinthiswaywillitbepossibletoraiseprices,ifnottheintegrityofmanagement,evenifthelowerpricenorwillcustomersbuycorporategoods,becausecustomerscannottrustandsatisfactionistoolow(三)Themainmanifestationsofthecredibilityofe-commerce1．Price-gougingCertainsitesonthepublicityofpriceinformationandisnotreliable[5],inthenetworkofpublicity,thepriceoftheproductdescriptionvagueorexaggerated,resultinginconsumersnotconsistentwiththeexpectedpriceproducts;consumerregistrationsubmittedfalseinformation,totheenterprisebusinessprocessesmoredifficult.Avarietyofprice-gougingphenomenonandtheresultingprice-gougingfear,greatlyreducedinterestine-commercebuyersandsellersofonlinetransactions.2．Delivery,paymentisnotinplaceornottimelySomeB2Cwebsitesshippingafterreceiptofthepaymentofconsumers,orfromtimetotimedelivery[6],sothattheinterestsofconsumershavebeeninfringed;someconsumerstousecashondeliverypayment,butreceiptofthegoodsrefusedtopay,ordonotmaketimelypayments,andreturnfornoreasonaftertheconsumerreceivesthegoods,haveincreasedmarketingcosts.3．Products,servicecannotbeguaranteedOntheonehand,manybusinessmanagersdonotsetthecommoditysalesservicemechanism,leadingtoonlinecommoditybuyerstoseekafter-salesservicenowhere.Ontheotherhand,somee-commerceoperators,althoughthesettingthereisaproductafter-salesservicecenters,buttheafter-salesserviceispoor,serviceispoor,lowqualityofservice,leftaverybadimpressiontotheonlinemerchandisepurchase4．InformationsecuritycannotbeguaranteedAtpresent,manye-commerceoperatorstoprovideonlinemerchandisepurchaseofpersonalinformationprotectionmechanismstherearesecurityrisks,resultinginonlinemerchandisepurchaseofpersonalinformationbyotherstosteal.Accordingtothesurvey[7]:40.9%ofrespondentsusethenetworkoronlinetransactionsencounteredtheirpersonalinformationwasstolenexperience;66%ofrespondentssuspectthattheirpersonalinformationunknowinglyrelatedsitecollection.三、E-commerceintegrityimpactfactoranalysis（一）E-commercetheintegrityofthemulti-dimensionalanalysis1．InterpretationoftheeconomicsEconomistsbelievethateconomicactivityinthecommodityexchangeinordertopursuethemaximizationoftheirowneconomicinterestsandlong-termarisingfromtheintegrityofbehavior[8].Theirmainideasarethefollowing:socialintegrityisessentiallyastrugglebetweenthedifferentindividualself-interestreachedamutuallybeneficialandbalancedresult.""Economics,duplicatetransactionsinthemarkettoproducethemoralofthebusinesscommunity,businessreputation.economistsbelievethatcooperationisnotthecultureofself-generated,butonlythespecializationanddivisionoflabor."inthesocio-economiccommodityexchangebetweentheownerofthegoodsduetovariousfactorsrestrictingborrowingofmoneyandgoodsoncreditbehaviorwillinevitablyoccur.Atthistime,thetransactionwillbeenteredintoacontracttoestablishamutuallyexpecteachothertofulfillthecontractualprovisionsofthetrustrelationship,therefore,theactsofgoodfaithisessentiallyacontractualrelationshipisaresultofpeople'srationalchoice,whichisAsfarastheindividualterms.Fromthesociallevel,whenindividualsthistoperformthecontractandtrustworthybehaviorbecomemoreandmorefrequent,moreextensive,gaverisetotheethicalvalues​​ofsocietyasawhole.Itcanbeseen,economistsexplaintheoccurrenceofactsofsocialintegrity,peopledefaulttoarational,purelyeconomic,andmarketthemaindriverofeconomicinterests,havetofocusontheirownreputationandbehavior.Thethirdviewisthatthecooperationanddivisionoflaboristheintegrityoftheobjectiveconditions.Exchangebetweenthedevelopmentofsocialproductiveforcesandsocialtransformationofthemodeofproduction,specializationanddivisionoflaborhasbecomeaninevitablerequirementforsocialproduction,duetothedivisionoflabor,cooperation,andcooperationisboundtorequireproducerstotrusteachother,trustandcooperationcannothappen.Therefore,theintegrityhasbecomeaninevitable,economistwiththeeconomicstheoryoftheintegrityoftheproduceobtainedfaithconductsocialconsequences:reducingtransactioncosts.Indeed,bothpartiesaremutualpromises,emphasisonreputationinthetransactionprocesswillsavealotofunnecessarylinks,toacceleratethespeedoftheflowofgoods,improvethelevelofsocialexchange,thusincreasingtheeconomicbenefitsofsociety.Economicsbelievethatthelackofsocialintegrityisduetotheeconomicactivitiesofsociety,whenpeople'sdishonestycausedbyeconomicintereststhanthepricepaidbytheactsofdishonesty,alargenumberofpeoplewillcontinuetorepeatsuchactsofdishonesty,resultinginseriousdeficienciesinthecommunityasawholeintegrity.Furtheranalysisoftheeconomicbenefitscausedbyactsofdishonestyledtomorethanpayforthecostofthereasons,economistsbelievethatthesocio-economicsystemisnotperfect,thesocial-competitivebehaviorisnotstandardized,socialsupervisionandrestraintisnotenoughinformationisnotsymmetrycaused.Economistforthesocialgoodfaithbehaviorandlackofcreditcausesanalysisismoreprofoundandreasonable.Afterall,economiclifeisoneofthebasicformofoursociallife,andproductionactivitiesisthebasisandprerequisiteforallactivitiesofsociety.Therefore,nomatterwhatsocialphenomena,socialproblems,peopleareaccustomedtofromthepeople'seconomicactivitiestofindacause,andthatfromheretofindthereasonisthereasonwhysuchthingsfundamentalreason.Itcanbeseen,economistforthesocialintegrityofanalysisisthefirmlygraspthebasicactivitiesofpeopleengagedineconomicactivityandasarationaleconomicmaninpursuitofeconomicinterests,emphasizingtheintegrityoftherationalbasissystembasedontheintegrityofpositioningacontractualrelationshipbetweenthepeople.Economistsemphasisonrationaljudgmentandrationalchoiceofthemaindecisiveroleintheestablishmentofcontractualrelations,sotheybuildtheintegrityofthesocialmechanismmustconstructasociety'slegalsystem,propertyrightssystemtostart,totheintegrityofthemechanismtotheprotectionsystem,canfundamentallylimittheoccurrenceofactsofdishonesty.Althoughfromaneconomicpointofviewtoexplainthelackofethicalbehaviorandintegrityareveryconvincing,butwecanbeseenfromsomeobviousirrationalities.First,economics,thedefinitionofapurelyeconomicpursuitofeconomicinterests,itisforsakingthefull.Thisviewisparticularlyprominentinthetraditionaleconomictheory.Traditionaleconomictheorytoexplainhumansocialbehavior,arethepeopleexpectedaneconomicmanexists,thatthefundamentalpurposeisthepursuitofeconomicintereststoobtainthemeansofthepursuitofeconomicinterests,withoutconsideringtheprocess.Fromthepremiseofdeparture,forgoodfaithactsofinterpretationwillbeveryone-sided,verynarrow,oncannotexplainpeoplewithnoeconomicinterestsdriventohonorcommitments,tocomplywiththepromiseoftrustworthybehavior,cannotexplainsomehomesrawjustice,andgavehimselfman'snoblebehaviorperformance.Second,economictheorytoexplainpeopleatamutualadvantageofthesocialcommunicationnetwork,tosimplifytherelationshipbetweenthepeopleapureinterest,thustheintegrityofthiscanreflectthemoralelementsofthesubjectitselfdowngradedaneconomicrelationshipexistsinthesociety,whichisunreasonable,andthiscannotexplainsomealtruisticsex.Finally,economictheoryemphasizestheintegritymechanismconstructedstartingfromtheexternalinstitutionbuilding,strengtheningtheruleoflaw,marketandinformationsystemconstruction,whileignoringtheinternalcultureofthepeople'sethicalvalues,ignoringthepeopleself-cultivationcontinuouslyimproveandpeopletopursueself-moralqualityoftheever-increasinginternaldemand.Thisfundamentallycannotguaranteetheimprovementofthesocialintegrity.Canbeseenfromabove,thesestatements,theintegrityoftheeconomicsperspectiveneedstobefurtherdeepenandperfectthedefectsanddeficienciesarealsoarousedalotofattention,anumberoftheoreticalknowledgetocomplementanddrawpeoplefromtheresearchareasFixthetheoreticalpointofview.2．TheinterpretationofsocialpsychologySocialpsychology[8]placedinthepersonofintegrityactstobeexplainedonapsychologicallevel,peoplecannotbeseendirectly,theinternalmechanismofthesenseofintegrity,honestybehaviormadeaprofoundanalysisofitsviewinthefollowingtwo:trustwillbeunderstoodasareactiontothesituation,andstimulatethedecisionofindividualpsychologyandbehaviorbythesituation."Prisoner'sDilemmapracticeofsocialpsychologistandmoreinaccordancewiththeodd,thepresenceorabsenceofinterpersonaltrusttocooperationornottoreflect,twopeoplebetweentheleveloftrust,withthechangeoftheexperimentalconditionschange,inthiscase,trustisseenasadependentvariabledeterminedbytheexternalstimuli."willtrusttounderstandtheperformanceofanindividualpersonality,isathroughsociallearningandtheformationofrelativelystablepersonalitycharacteristics,andtheirrepresentativehaveapsychologistRoth,Whiteman,theythinkaperson'slifeexperiencesandviewsonhumannaturemakeshim#$totheformationofthetrustworthinessofotherstheusualexpectationsorbeliefsoftheextentsomepeopletendtotrustothers,andsomepeopletendtosuspectothers,holdingthisorientationscholarshavecompiledalotofscalestomeasureindividualdifferencesinthecharacteristicsofinterpersonaltrust."canbeseenthatsocialpsychologistsfocusfromtheindividual'smentalcognitivecontentandbehaviortoexplainthebehaviorofintegrity,thefirstviewintegrityinterpretedasasubjectivereactiontooutsidestimuli,ismadesubjecttocertainsituationsstimulateoutoftheemergencyresponse."Situationalstimulus"meaningisworthyofourin-depthreflection,Ithinkthatthe"situation"mayincludetheactualexistenceofavarietyofsocialformsofsocialinteractionandtheformationofsocialrelations.Hereduetoexternalstimulationofthe"response"shouldincludeemotionalresponsesandrationalreaction,maybeoutofsituationsstimulatetheintegrityofbehavior1.3moreoftheemotional.This"stimulus-responsetheory"isverysimilarbiological"conditionedreflextheory",theyregardtheperson,animalorplantasapassiveacceptanceofstimulus,andaccordingtodifferentstimulusconditionsfortheexistenceofreaction,andtheirbehaviorattributedtothedeterminedbyexternalconditions,thedependentvariable.This"stimulus-responsetheory"isnotverystrongindicationofthefundamentalcausesoftheawarenessofhonesty,integritybehavior.Althoughitisfaithconductresearchtoestablishthebasisofpeople'spsychologicalreactionmechanism,butwethinkitisthistheoryignoredthemainbodyoftheinitiative,puttingpeopleatthestateofapassivepayable,thistheoryispeoplehaveafeelingthatpeopleofgoodfaithbehaviortoadapttothesituationofpassiveexpression.Infact,thepeopleandtheenvironmentisinteractive,two-wayrelationship,inaparticularcontext,subjecttotheconstraintsofaparticularsituation,butalsocounterproductiveinthecontextcondition,lendtheenvironmentacertaininfluence,andthuschangetheoriginalstateofthesituation.Thistheoryimaginaryintoasubjectiveconsciousness,rarelyexistenceofsubjectiveideasorinitiative,whichisunreasonable,butalsonosense.Otherhand,ifthistheoryisnotpriortothemaininnerawarenessofhonestyorintegrityofthinking,thistheorycannotexplainclearlyhowindividualsabletodemonstrategoodfaithbehavior.Therefore,ifthepriorhasprovedthemainethicalvalues​​fromtheinside,thenusethistheorytoexplainwhyindividualsinthiscontextwouldbetrustworthy,butinanothercontext,butwilllosethetrustofthereasonsispossible.Inaddition,theexplorationofthistheoryforhowtopreventtheoccurrenceofactsofdishonesty,toconstructthebasicapproachoftheintegritysystemalsohassomelimitations.（二）AnalysisofinfluencingfactorsofChina'se-commerceintegrityEconomistsandsocialpsychologistsonthecredibilityoftheexplanationisverydeep,butallwithacertainone-sidedness,infact,manyreasonstoproduceintegritytosolvetheproblemmustfirstbeclearwhatfactorswillhaveintegrityproblems.Theissueofintegrityforoure-commerce,themainfactorscanbesummarizedinthefollowingaspects.1．integritythefoundationisweak,thesocialcreditsystemisnotyetfullydeveloped"Mercantilist"Becauseofourlong-termimpact,leadingtosomelackoftraditionalsocial,ethicalintegrityandethics.Consumers,preventionamongpeopleratherthanconfidence,isthepsychologicalbarrierofe-commercedevelopment.Rampantcounterfeitandshoddygoodstransaction,theproliferationoffalseadvertising,contractperformanceislow,managerslackintegrity,creditcardfraud,thecredibilityofthedebtrecoveryofforceseeninthenewspaperseveryday,almostasauniversalphenomenon.E-commerceastradingpatternsdonotmeet,themoredifficulttogetconsumerrecognition,theconceptof"businessisnotevil"isdeeplyrootedinpeople'sminds.SincereformandopeningChina'smarket-orientedmodeofoperation,havingbeencreated.Operationbuttherewereirregularities,nottoformaneffectiveadministrativemechanisms,andindustryself-regulationhasnotyetformed.Creditratingwithinthee-commercetradeisalsofullybelongtoindustryandindividualbehavior,thereisnogovernmentsupportandrecognition.Ratingintermediaries,noneoftheratingbasisforleg