电子商务中诚信问题分析与对策毕业论文

电子商务中诚信问题分析与对策

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

Research and Strategies of the credibility of e-commerce矚慫润

厲钐瘗睞枥庑赖。

Abstract

With the rapid development of electronic commerce in China, more and more people involved in electronic commerce, at present, electronic commerce is an important business forms of production and life, give people a great convenience, at the same time e-commerce problem is becoming more and more serious, such as price, delivery in time and not fraudulent payment is not in place or not in time, commodity after-sales service without guarantee the security of the information is not guaranteed incidents such as these problems, in the light of these problems, the causes of proposed through the government, enterprises and individuals from three aspects constructing China's e-commerce systems to solve problems e-commerce, and promote the healthy development of electronic commerce in China.

Key words: electronic commerce；the good faith；the lack of credibility；integrity system

目录

摘要................................... Abstract ................................... I

一、概述 0

（一）本文研究的背景 0

（二）关于电子商务中诚信问题研究现状 (1)

（三）本文的主要工作 (4)

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 (7)

1、诚信的含义 (7)

2、电子商务中诚信的内涵 (7)

3、电子商务中诚信的影响 (8)

(三)电子商务中诚信问题的主要表现形式 (10)

1、价格欺诈 (10)

2、发货、付款不到位或不及时 (10)

3、产品的售后服务得不到保证 (11)

4、信息的安全性得不到保障 (12)

三电子商务诚信影响因素分析 (13)

（一）电子商务诚信的多维度分析 (13)

1、经济学的解释 (13)

2、社会心理学的解释 (20)

（二）我国电子商务诚信影响因素分析 (23)

1、我国诚信基础薄弱，社会信用体制尚未完全建立24

2、网上交易双方信息不对等 (26)

3、市场进入壁垒低，法律虚位 (27)

4、社会诚信意识普遍薄弱。 (28)

5、安全技术瓶颈未突破 (28)

6、部分企业条件不完备导致诚信无法保证 29

（三）我国电子商务影响因素的系统分析 (29)

1、消费者方面 (30)

2、企业方面 (32)

3、环境方面 (34)

4、各影响因素之间的相互影响及相互制约关系36

四、电子商务诚信体系的构建方案 (38)

（一）企业要提高诚信意识，主动树立诚信形象38

（二）政府要营造社会诚信大环境 (40)

1、法律法规的制定和完善 (40)

2、政府执行法律法规方面 (41)

3、政府诚信监管方面. (43)

（三）消费者方面 (43)

（四）安全技术方面 (44)

结论 (33)

Conclusion (65)

参考文献 (65)

附录A 演示文稿 (65)

致谢 (71)

课程结课论文审阅评分表 (72)

课程结课论文答辩记录评分表 (39)

一、Outline

（一）T he background of this study

E-commerce as a new business model of the 21st century, it has broad prospects for development around the world are actively developing e-commerce. As an innovative economic operation, its impact is felt far beyond the commercial field. E-commerce as an important business activities in China's modern economic life, play an increasingly important role in economic development. As of the end of 2010, according to the China Internet Network Information Center (CNNIC), the scale of Chinese netizens reached 457 million people, the size of the online shopping users year-on-year growth of 48.6%

一、概述

（一）本文研究的背景

电子商务作为21世纪崭新的商务模式，其具有广阔的发展前景，世界各地都在积极发展电子商务。作为一种创新的经济运行方式，其影响已远远超出了商业领域。电子商务作为我国现代经济生活中重要的商务活动，在经济发展中扮演着越来越重要的角色。根据中国互联网络信息中心（CNNIC）的数据，截至2010年底，中国网民规模达到4.57亿人，其中网络购物用户规模年增长48.6%，达到1.61 亿。艾瑞咨询的数据也显示，2010年，全年中国电子商务交易规模达4.8万亿元，较2009年增长33.5%。预计未来3年至5年内，中国电子商务市场仍将维持持续稳定的增长态势，同比增速稳中有升，2013年有望突破10万亿元。但另一方面，中国电子商务的发展一直伴随着一个阴影，那就是诚信问题。

to reach 161 million. IResearch data also show that in 2010, the annual e-commerce transactions amounted to 4.8 trillion yuan, representing an increase of 33.5% over 2009. Expected the next three to five years, the Chinese e-commerce market will continue to maintain a sustained and stable growth steadily year on year growth is expected to exceed 10 trillion yuan in 2013. But on the other hand, e-commerce development in China has been accompanied by a shadow, that is the issue of integrity. In the B2B field, the field of C2C, and the recent rise of Buying Online activities, lack credibility caused by various events occur frequently, the issue of integrity has become an important bottleneck 无论是在B2B领域、C2C领域以及最近兴起的网络团购活动中，诚信缺失所引发的各种事件频频发生，诚信问题已经成为制约我国电子商务发展的重要瓶颈。电子商务要快速持续发展，必须加快诚信问题的建设。

（二）关于电子商务中诚信问题研究现状

“诚信”是一切经济活动的基础，我们要让“诚信”贯穿企业与行业发展的全程，对任何欺诈行为都要“零容忍”，这才能够保证市场交易繁盛、经济健康发展。电子商务中诚信问题并不是最近才出现的，早在电子商务

restricting the development of electronic commerce. E-commerce to rapid and sustainable development, we must accelerate the integrity of the building.

（二）Research on the integrity of e-commerce

"Integrity" is the basis of all economic activities, we want the "good faith" throughout the enterprise and industry development of the whole, for any acts of fraud must be "zero tolerance", this to ensure that market transactions, prosperous, healthy economic development. The issue of integrity in e-commerce is not very recent, as early as the beginning of the e-commerce rise, many people of insight concerned about the integrity of e-commerce, the founding of 兴起伊始，很多有识之士就关注电子商务中的诚信问题，阿里巴巴成立之初就把诚信经营作为企业的立足之本，在2000年，中国国际电子商务中心就已经积极开展了企业信用评级有关工作，并在获得市场积极响应的情况下逐步扩展业务深度和广度，建立起“中国国际电子商务中心信用认证中心”。随着电子商务的普及，参与的人越来越多，电子商务中诚信问题的影响越来越大，对其关注的人也越来越多，很多学者从不同的角度对电子商务中的诚信问题进行了研究：姚天祥等利用博弈论技术对电子商务中的诚信问题产生的根源进行了分析，中国国际电子商务中心主任刘俊生认为应该通过建立第三方机构进行信用评级来解决点子商务的诚信问题。姜奇平则提出通过建立诚信生态来解决电子商务中诚信缺失。中国电子商务协会理事长陈信祥说，对于电子商务行业来说，当务之急是要建立起统一

Alibaba put the integrity of management as a corporate foothold in this 2000, China international 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 commerce, the people involved more and more, the impact of the credibility of e-commerce is growing, its concern more and more people, many scholars from different angles, the integrity of e-commerce the issues were: Yao Tianxiang the root of the game theory of the integrity of 的跨平台诚信数据体系，将个人的诚信体系和企业的诚信体系统一起来建立数据库，并建立相应的数据分析系统，加强对于风险的防范。

相比于我国，国外电子商务诚信体系的建设还是比较完善的。在国外，电子商务已经深入人心，它已经成为人们生活中重要的组成部分。Ebay，亚马逊在全球都拥有非常大市场和影响，已经发展成为全球的互联网企业。国外电子商务有一套完善的互信机制和信誉体系，成熟市场有专门的信用中介机构来保证电

e-commerce, 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 e-commerce through the establishment of the integrity of ecological integrity missing. Chen Xinxiang, China Electronic Commerce Association, said that for e-commerce industry, it is imperative to establish a unified cross-platform 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.子商务企业和个人消费者的信用，美国良好的信用卡制度也为电子商务的开展创造了良好的信用保障。

（三）本文的主要工作

本文主要对电子商务诚信问题的表现形式进行梳理，对电子商务诚信问题的影响因素进行较深入的系统分析，提出一些解决电子商务诚信问题的对策。

二、电子商务诚信现状及问题（一）电子商务的发展现状及特点

网上购物[1]这种新的购物方式正在为越来越多的人所喜爱，大批电子商务类网站（如亚马逊、卓越、当当、易趣、和阿里巴巴旗下的淘宝网等）的涌现也吸引了大量的消费者。但是消费者在享受网上购物的自由与便捷的同时，也屡屡受到欺诈，网上的信誉度差已成为电子商务的一大诟病。

Compared to China, the construction of credit system

of foreign e-commerce is still relatively complete. In other countries, e-commerce has been popular, it has become an important part of people's lives. Ebay, Amazon in the world has a very large market and the impact of global Internet companies, has developed into. Foreign e-commerce has a comprehensive mechanism of mutual trust and credibility of the system, mature markets have a special credit intermediaries to ensure that e-commerce businesses and individual consumers of credit, good credit card system in the United States but also for the launching of the e-commerce has created a good credit protection .

众所周知，网上购物无法像传统交易那样眼见、耳闻、手触，实实在在感受商品的存在[2]，所能了解的信息仅限于网上图片及文字说明，交易的手段又往往是通过银行转账支付和邮局寄送商品，这就给不法之徒有机可乘，消费者受骗后即使投诉也由于地域上的跨度和卖家真实情况的不确定性而难以得到妥善处理与保障。

电子商务中的信用在大多数网上消费者看来是动态的和变化的。信用是基于购买经历慢慢形成的，对于每个购物网站，网上消费者都是从初期的初步认知，到前期的浏览了解，然后到中期的购买尝试，最后才形成成功购买后的基本信任，而这个信任度会随着成功购买经历的增加而逐