Abstract: With the continuous development and popularization of the Internet, e-commerce has quietly replaced the traditional business transaction model and become a brand-new business model. In the development of e-commerce in China, there are also some drawbacks. For example, honesty is the most important issue in the development of e-commerce, and it is also one of the important factors affecting the development of e-commerce. Honesty plays an irreplaceable role in the current or future development of e-commerce. Based on this, this paper takes e-commerce integrity as the breakthrough point, analyzes the lack of e-commerce integrity in China, finds out the main factors that lead to e-commerce integrity crisis, and puts forward corresponding suggestions.

Keywords: e-commerce; Honesty; law

Chapter II Theoretical Basis

To understand the credibility crisis of e-commerce, we must first understand what e-commerce is and the specific content of credibility in e-commerce.

2. 1 the connotation of e-commerce

E-commerce refers to a new type of networked economic activity that relies on the network to trade goods and services and provide related services. E-commerce courses can be subdivided into B2B, B2C, C2C, G2B and other business forms, which are transactions and services conducted by means of network communication. E-commerce in a narrow sense is almost equivalent to electronic transaction, which refers to the transaction behavior on the virtual platform by using the communication means provided by the network. The traded products can be in the form of objects, figures or services. E-commerce in a broad sense is an integrated system that combines cooperative enterprises (buyers, sellers and manufacturers) to carry out business activities by using Internet technology and existing systems.

2.2 Analysis of the Connotation of Integrity in E-commerce

The principle of good faith should be taken as the premise when constructing the integrity system of e-commerce, which can better promote the development of the integrity trading platform of e-commerce and ensure that there will be no unnecessary troubles in the transaction process. Then, a comprehensive credit evaluation system is established, in which credit information enjoys administrative management system, third-party professional credit evaluation system, e-commerce laws and regulations system, industry self-discipline and safety environment system, and a series of integrity isomorphism forms an e-commerce credit system. As an important part of the whole social credit system, the e-commerce credit system mainly includes:

First, the comprehensive credit evaluation system of e-commerce industry. Undoubtedly, the whole integrity evaluation system plays an important role in realizing the integrity and security of online transactions. It is mainly used in e-commerce enterprises such as online shopping, such as Taobao Tmall, JD.COM and other e-commerce giants, to broaden the channels of technical information, improve and perfect the comprehensive credit evaluation system of e-commerce industry based on the overall evaluation of market transactions between market transaction entities and the analysis and interpretation of the information of the whole social evaluation system. Second, the integrity information sharing system of e-commerce industry administrative governance. The competent departments at all levels in the e-commerce industry should thoroughly implement the unified standards and the * * * sharing platform, establish the principle of step-by-step implementation and graded * * * sharing, vigorously promote and improve the credit information system of e-commerce enterprises, and gradually and effectively integrate the credit information of e-commerce enterprises such as qualification identification, administrative license, administrative punishment and judicial judgment. Third, the evaluation system of third-party professional integrity in e-commerce industry. Competent departments at all levels in the e-commerce industry should appropriately encourage and support commercial credit insurance companies to establish safe company transaction records, establish and improve the enterprise credit evaluation system, try to avoid some unnecessary risks in the transaction process and minimize financing costs. Fourth, the legal system of e-commerce industry. Competent departments at all levels in the field of e-commerce should vigorously promote the institutionalized guarantee of the construction of credit system in e-commerce industry to ensure the implementation of laws and regulations. Vigorously promote the construction of credit management system in the field of e-commerce, focus on guiding and improving the norms and standards of credit evaluation in the field of e-commerce, continuously improve the quality of credit legislation and basic legal system construction in the field of e-commerce, and continuously improve the long-term mechanism of credit in the field of e-commerce. Fifth, the self-discipline and integrity management environment system in the field of e-commerce. The competent departments at all levels in the e-commerce industry should guide the e-commerce industry associations, continue to carry out education activities on integrity management, and urge all kinds of enterprises to actively participate. Actively guide e-commerce enterprises to carry out internal integrity publicity and education, firmly establish the role of post leading demonstration, and constantly improve the professional ethics level of employees within enterprises.

Chapter three: the performance, influencing factors and development status of the lack of integrity in e-commerce.

The emergence of e-commerce has promoted the economic development of China and facilitated the development of all walks of life. However, it is undeniable that due to the free space of e-commerce, many enterprises use it to engage in unethical behaviors such as fraud, as follows:

3. 1 the performance of the lack of integrity in e-commerce

3. 1. 1 Internet fraud is frequent.

Internet fraud is aimed at online shopping by e-commerce operators. It uses the space in the network to negotiate, does not directly deceive the online shoppers' purchase behavior, and promotes incomplete and false commodity information to deceive the online shoppers, such as using consumers' greed for cheap psychology to label other commodities with famous brands and sell them at lower than normal prices, thus deceiving consumers. However, network deception not only exists in network operators, but also exists when buyers send false purchase information to deceive network operators. For example, it is not qualified to deceive the operator after receiving the goods. Some consumers use the goods for seven days without reason to return them, and then tell the operator that they do not meet the wishes of the consumers, so as to deceive the operators and achieve their own goals. In addition, with the help of network technology, buyers and sellers are far apart, and before the goods are delivered to buyers by express delivery, they can only conduct transactions smoothly through pictures and introductions on the screen and consumer evaluations. Evaluating e-commerce products is one of the methods of word-of-mouth sales. Online consumers will still be more or less influenced by store credit registration and some related comments when shopping. Some merchants with high praise and high credit will naturally sell a lot. Merchants' products with good quality will naturally win the praise of consumers, which is also a better way to improve the level of shops. However, there will also be some merchants who get praise through improper means, thus breaking the order of the whole market. Brushing the list is the fastest way for e-commerce to gain credibility. According to the survey, the promotion of shop level by swiping a bill is ten times faster than the normal process, ranking higher on the trading platform. In addition, some e-commerce operators guide consumers to confirm and make favorable comments after receiving the goods by returning favorable comments, returning favorable red envelopes, and returning cash after printing. These unfair competition methods disrupt the normal market order and induce potential consumers to make purchase decisions. These are all caused by the virtuality of the network.

3. 1.2 commodity quality problems

E-commerce shoppers can only see the style of the goods with the naked eye, but they can't experience the real goods themselves, and they can't touch the quality of the goods. Usually, the goods we receive are not exactly the same as what we see in the picture. For example, the goods we receive will have color difference, and the quality is not as good as the merchant promised. It is this feature that merchants use to sell goods that are inconsistent with reality on the Internet in order to cheat consumers.

3. 1.3 disclosure of personal information of users

Due to the rapid development of the Internet, personal privacy has become an increasingly worrying topic. Some unscrupulous merchants or criminals use this loophole to send phishing websites to shoppers, with the purpose of stealing the personal information of shoppers and then stealing the money of shoppers. These behaviors will greatly attack the purchase behavior of online shoppers, cause certain psychological harm to users, and lead to a decline in consumers' confidence in e-commerce. The imperfect legal system makes it possible for operators and consumers to disclose information. Some e-commerce platforms simply don't pay attention to the importance of user information, and some platforms will sell user information for profit. Uber taxi software and express delivery such as Vipshop, Dangdang, Gome Online, Yougou.com, Yintai.com and Didi Kuaidi are the hardest hit areas for user information leakage.

3. 1.4 fraud in the logistics industry

If someone leaks information, someone will use deception. In the express delivery service industry, relevant sources revealed that on some trading platforms, the express delivery number is clearly marked, and a single number information may be bought at a price of only a few cents. This has also given many lawless elements an opportunity. They use the single number information to obtain the personal information of the purchaser, and then release a series of products, such as providing malicious urls returns, thus stealing the bank card password and the amount in the card; Deception with false information such as winning mobile phone number has caused serious economic losses to buyers and has risen to the legal level. Of course, it has also been mentioned that e-commerce operators cheat in comparing the quality of goods, and some buyers keep false personal information, resulting in a waste of manpower, financial resources and material resources. Finally, the goods have not arrived, refused to pay a refund, or made malicious comments.

3.2 Factors affecting the existence of trust crisis in e-commerce

3.2. 1 Information asymmetry

The information transmission channels between buyers and sellers in e-commerce are not perfect. With the continuous development of information technology, the price, quality and other related information of goods can be effectively compared on the network platform, and buyers can also make their own purchase choices through comparative analysis of these situations. However, with the continuous development of electronic information technology, the amount of information is also expanding. Different brands of goods and services have their own information content, and there is homogenization of words and pictures in publicity, but it has become meaningless redundant information in information selection. There is no way to fully understand the real goods or services, so there is asymmetry and lack of information.

3.2.2 Benefit-driven

The lack of honesty is often driven by interests, and the virtualization of network environment provides a broader space and hidden and diversified means for unjust enrichment, and provides space and opportunities for online fake sales and fraud. Some e-commerce operators only pay attention to short-term benefits and operate online stores with the mentality of "buying and selling with one hammer". They don't pay attention to product quality and distribution, and ignore due after-sales service. Driven by interests, they get profits by hook or by crook, abandon honesty and morality, and hurt consumers.

3.2.3 Concealing illegal acts

The network itself has the characteristics of openness, radiation and virtuality, which is more confusing to consumers. Network violations are diverse, varied, hard to prevent and more concealed. In addition, network violations involve IP address location, illegal business location, goods delivery location and other places, and all illegal and criminal links are separated, making it very difficult to crack down.

3.3 the impact of the credit crisis on the future development of e-commerce

First of all, the lack of integrity in e-commerce will greatly increase the transaction cost of enterprises, thus affecting the economic growth rate. Academics generally believe that a sound legal system and a high level of social integrity can greatly reduce the transaction cost of market operation, improve the efficiency of market operation, and thus promote economic development. In fact, compared with the law, the good faith mechanism is a lower-cost mechanism to maintain the transaction order. The lack of credit in e-commerce enterprises will directly affect the construction of credit system in China, and the quality of credit system construction will affect the transaction cost of enterprises for a long time.

Secondly, the lack of integrity of e-commerce enterprises in China's business activities undermines the moral principles in China's economic and social development to a certain extent, inevitably affects the construction of the core competitiveness of enterprises themselves, and has a negative effect on the moral atmosphere of China's market economy, thus directly affecting the core competitiveness of Chinese enterprises and ultimately affecting the core competitiveness of China's economy.

3.4 e-commerce integrity development status quo

The prosperity of e-commerce in China can be described as rapid development. E-commerce has really brought us a lot of convenience. The superiority and novelty of online shopping itself provide people with a lot of convenience. But at the same time, with the rapid development of e-commerce, the problem of integrity in e-commerce also appears. Some unscrupulous merchants use the virtual nature of e-commerce to publish all kinds of false information on the Internet at will to induce e-commerce shoppers to buy. For example, they sell fake and shoddy products under the brand names of other brands, and various "shanzhai" frequently appear on the screen. And some online consumers, taking advantage of each other's ignorance, buy goods online and use them for a period of time before returning them to the operators. The most common thing is that the clothes bought by consumers are returned for 7 days without reason, and they are returned to the merchants after wearing them for a few days. Although such consumers think they are smart, they also do some harm to themselves (unwashed clothes are harmful to health, especially close-fitting clothes) and waste social resources, manpower and material resources. These honesty problems emerge one after another in today's network. As a result, the problem of honesty is particularly serious, which hinders the progress of e-commerce. The credit system of e-commerce has increasingly become a bottleneck restricting the orderly conduct of e-commerce.

3.5 Overview of the quality of e-commerce practitioners

Although China has issued corresponding policies on the cultivation and introduction of e-commerce talents, it will take a long time to give full play to the policy effect. At present, the number, structure and level of e-commerce talents in China are still difficult to meet the needs of various enterprises. With the rapid development of China's e-commerce market, the demand gap of China's e-commerce practitioners is expanding day by day, and problems such as small number, low level and weak practical ability are becoming increasingly prominent. It is an indisputable reality that the industry development encounters the bottleneck of talent shortage.

The fourth chapter analyzes the reasons for the credit crisis of e-commerce in China.

The reasons for the above-mentioned lack of integrity are mainly the following:

4. 1 Society generally lacks credit awareness and credit morality.

At present, China's economic construction is in the most critical transition period, which seriously impacts people's moral values. Money worship and hedonism are widespread in society and seriously resist people's moral values. Traditional virtues become fragile or even vulnerable under the temptation of material, and the relationship between people is indifferent, selfish and frank. Some people can abandon everything or even do whatever it takes for profit.

4.2 The establishment of social credit system is not perfect

The benign operation and development of e-commerce cannot be separated from a good social credit system. The development of China's social credit system lags behind, and a perfect credit management system has not yet been established. On the one hand, influenced by China's social system, China's economic development has experienced a long-term planned economic system. The trade between people and enterprises depends on the traditional trust mechanism, that is, the internal mechanism of morality or kindness. After the reform and opening up and the implementation of the socialist market economy, while following the traditional practices, we began to learn from the western credit mechanism, an externally binding supervision and operation mechanism. In fact, the construction and perfection of laws, regulations and systems can never keep up with the actual development of society. We have not fully adapted to the great changes brought about by the market economy, and the information society has quietly arrived. While we are still discussing the evidence of the information society, the era of big data has arrived. E-commerce was born in this environment, and its online trading activities are completely different from those in the traditional sense, so it puts forward higher requirements for integrity supervision, otherwise it will not only harm the interests of consumers, but also affect the whole e-commerce and social and economic operation. On the other hand, the establishment of social credit system is a systematic project and a challenging undertaking. Due to imperfect credit data, high cost of information collection, it is difficult to investigate, and at the same time, it is impossible to guarantee the accuracy and integrity of information. There is a serious lack of new user registration, information disclosure and credit supervision for individuals and enterprises. Because there is no effective standard for supervision and operation, people's understanding of information and data varies from person to person. Most people think that online data is free, and how I use it is my right. In fact, many users don't know what is illegal. At present, the establishment of mechanisms related to dishonesty and violation in China is not perfect. These systems can ensure the credibility of e-commerce, while avoiding the emergence of some false advertising companies, intermediaries and other similar institutions. Therefore, the weak social credit mechanism is also an obstacle to the current development of e-commerce and morality.

4.3 Network virtual transaction security technology has not been broken.

E-commerce transaction mode has broken the traditional transaction mode. Because e-commerce is faster in the process of education, its trading mode is on the virtual platform, and there will be some problems that cannot be faced in real transactions. Ensuring the security of the transaction process is the core issue. Because a few businesses have violated the moral bottom line for personal interests, some have embarked on the road of crime, seeking benefits by selling corporate or personal information in e-commerce transactions, some will locate and track customers and some important technical information, and even some people can clearly know consumers' living habits and hobbies, and forcibly send some commercial information to these consumers, disrupting people's normal life; Some businesses or enterprises compete viciously and use hackers to steal the privacy of other businesses or enterprises in order to achieve their own private interests. In e-commerce enterprises, business secrets are the biggest privacy and one of the important factors that affect the sustainable development of enterprises. Network virtual trading platform is the best development platform for e-commerce enterprises to trade. During the transaction, buyers and sellers don't need to talk face to face, and at the same time, they can't guarantee the accuracy of their identity information. Cybercriminals can steal the basic information of these traders through some improper means and pretend to be these legitimate businesses to buy and sell with others, thus gaining benefits. From the consumer's point of view, a few users may shirk their responsibilities or modify the information they send. On this virtual trading platform, security will be difficult to be guaranteed, and some enterprises or individuals will not choose to trade on this virtual platform for security reasons. Therefore, how to ensure the security of data transmission has become one of the most important factors in the popularization of e-commerce when conducting transactions on an open network. In the era of big data, distrust of data security has become the biggest obstacle to the development of e-commerce.

4.4 China's e-commerce laws are imperfect.

4.4. 1 e-commerce legislation status

China has promulgated laws and regulations related to e-commerce, such as the Electronic Signature Law, China Internet Domain Name Management Measures, Non-operating Internet Information Service Filing Management Measures, Internet IP Address Filing Management Measures, and Electronic Authentication Service Management Measures. However, the implementation of these laws and regulations still cannot fill the legal loopholes in e-commerce, giving some lawless elements the opportunity to further deepen the credit crisis.

4.4.2 Deficiencies of e-commerce legislation

At present, the laws related to e-commerce in China are not perfect, and the laws and regulations related to e-commerce in China are basically simple rules and regulations, only aiming at the shallow problems of e-commerce. At present, I have said that only the People's Republic of China (PRC) Electronic Signature Law is aimed at e-commerce, which ensures the security of e-commerce transactions to a certain extent, and is also conducive to the establishment and improvement of e-commerce related security systems and related credit systems. "People's Republic of China (PRC) Electronic Signature Law" only confirms the information of e-commerce users, but cannot fundamentally solve a series of problems arising in the transaction process.

It is not a complete law in terms of its binding force on e-commerce transactions.

4.5 Problems in online shopping information

In the process of e-commerce transactions and services, enterprises, businesses and consumers need to provide true and effective information, which is the basis of honest transactions and effective transactions, otherwise everything will become a mere formality. The information release of traditional media has clear legal provisions and moral constraints, but now the emerging network is not subject to secondary constraints. The network is virtual, so it can't be well monitored when the secondary platform releases information. Some unscrupulous merchants or enterprises use this abuse to publish some untrue information on the virtual platform. Even if some customers find that these are false information, they can't pursue the enterprises that publish false information, and they can't determine whether the network enterprises have obtained them through legal procedures. Even some consumers use their home name, address and telephone number to place malicious orders online to vent their emotions, which has also caused certain losses to businesses, and even some consumers use forged credit cards to deceive businesses. It is wrong for merchants and consumers to publish false information on the Internet, which will not only cause the loss of interests of both parties, but also cause distrust between enterprises and consumers, making some enterprises worry and stagnate when developing e-commerce.

4.6 E-commerce talent building issues

At present, there are many domestic e-commerce enterprises, many employees and uneven quality. The frequent incidents of cheating customers, misleading customers by using network technology, infringing consumers' privacy, selling consumers' information and unfair competition in business activities reflect the lack of professional ethics of e-commerce practitioners. These people are the most hateful. They only care about the interests of enterprises or individuals, do not mention their social responsibilities, and do not consider the gains and losses of others' interests. They only have their own interests before them, and feel that social responsibility has nothing to do with enterprises or with them. This kind of moral problem that ignores social culture, mainstream values and social responsibility is deeply influenced by western individualism and utilitarianism.

Chapter V Solutions to the Credit Crisis of E-commerce

In view of the problems existing in the credit crisis of e-commerce, this paper mainly puts forward some suggestions from the following aspects:

5. 1 China citizen quality

The virtuality of e-commerce increases the information asymmetry between consumers and sellers in the e-commerce market and increases the probability of credit problems. However, with the improvement of information disclosure, consumers can learn more information through various channels. This information is not limited to the basic information of the business, credit evaluation and so on. , including the basic cost and average price of goods. In the e-commerce market, the homogenization phenomenon makes the price competition among merchants more intense, while dishonest merchants have obvious advantages in the cost of goods, which makes the prices they offer often lower than those operated by honesty. Consumers' estimation and understanding of the basic cost of goods can identify the credibility of merchants to a certain extent and try to avoid being completely tempted by low prices to buy goods from dishonest merchants.

5.2 e-commerce enterprise security technology

The main problem faced by e-commerce in the development process is security, and of course it is also the most relevant problem with people. Therefore, for the security of e-commerce, we can do the following work: First, ensure the security of the network. According to the national e-commerce related security laws and regulations, improve a series of norms and technical regulations, establish product-related security, ensure information security, and stifle network security risks in the cradle; The second is to ensure the security of the transaction. All parties to electronic transactions should be clear about their own security responsibilities and obligations, especially e-commerce enterprises should strengthen the protection of customer information, ensure the safety of users' personal information, and ensure that the legitimate rights and interests of consumers are not infringed.

5.3 Establish perfect e-commerce laws and regulations

The development of e-commerce needs the standardization of relevant legal systems. Therefore, in order to promote the development of e-commerce, the legislative process of e-commerce should be promoted as soon as possible, and the legal effect of related electronic contracts, electronic certificates and electronic transaction vouchers should be clarified. For example, we must establish and improve a series of related constitutions in electronic payment; Complement and improve the e-commerce voucher law, network intellectual property law and other related legal contents to ensure the legitimacy of e-commerce development.

5.4 Enterprise self-construction

E-commerce platform enterprises should establish a service concept, serve e-commerce operators, serve consumers and put consumers first. Whether e-commerce operators can operate in good faith is closely related to the self-discipline of e-commerce platform enterprises. If e-commerce platform enterprises want to be bigger and stronger and win the trust of consumers, honest management is the most basic requirement. The integrity of e-commerce depends not only on the integrity management of e-commerce operators, but also on the maintenance of e-commerce platform enterprises. E-commerce platform enterprises should strengthen the supervision of the choice of e-commerce operators and product quality, urge operators to operate in accordance with the law and operate in good faith, and create a secure and satisfactory online shopping environment for consumers.

If e-commerce operators want to develop healthily, they must take a long-term view, not be blinded by short-term profits, consciously resist fake and shoddy products, put an end to false propaganda, stay away from fraud, operate in good faith according to law, strengthen after-sales service, improve service quality, gradually build brands, cultivate customer loyalty, and achieve sustainable and healthy development.

5.5 Enterprise personnel training

First, publicize and popularize e-commerce knowledge and change people's shopping concept. We can make full use of various channels and forms to strengthen the popularization and publicity of e-commerce and improve people's understanding of e-commerce; The second is to strengthen the training of e-commerce talents. Colleges and universities in China are important bases for training talents, and the state can actively support schools and enterprises to jointly run schools; Third, we can actively create professionals with high comprehensive quality, high professional knowledge and strong computer technology and management ability through multi-channel training and introducing advanced foreign training concepts to supplement and improve the current situation of the lack of e-commerce talents in China; Fourth, enterprises engaged in e-commerce can organize and implement pre-job training, help enterprises improve the quality and level of human resources, give appropriate training subsidies to enterprises and individuals who actively participate in training, and increase the training of e-commerce talents in enterprises.

5.6 Consumer self-protection

Honesty has always been the traditional virtue of the Chinese nation, and it is also the foundation of everyone. For consumers, we spend online, mainly by not providing false order information, not deceiving merchants, and providing false information at will. If the goods originally sent to me by the merchants are of good quality, they should not use the virtuality of the network to deceive the operators to create false information, instead of deliberately returning them. In this way, if everyone is honest with others, we will gradually regard honest consumption as a good habit.

Chapter VI Conclusion

As an important factor affecting the development of e-commerce, honesty needs the joint efforts of our whole society to provide a healthy and orderly e-commerce environment for the steady development of e-commerce. As individuals, we should adhere to the principle of doing things honestly and participate in the e-commerce environment, and do not provide false personal information. As an enterprise, we should adhere to the principle of being a conscientious enterprise, and do not provide false commodity parameter information, make false advertisements, deceive users, conceal the truth of products, and provide fake and shoddy products to induce consumers. As a government, we should strengthen government supervision and management, build a government supervision mechanism, earnestly establish and improve the sense of honesty, strengthen supervision, strengthen laws and regulations, implement disciplinary management, reward those who have integrity, punish those who have no integrity, and crack down on those who have no integrity.

refer to

1. Jing Wong, Yuan,. Analysis of the current situation of e-commerce integrity and mechanism construction [J]. Value Engineering, 20 12, (22):20 1-203.

2. Wang Min, Ren Huan, Zou Yang. Analysis of China's e-commerce integrity problems and countermeasures [J]. Science and Technology Plaza, 20 12, (04): 208-2 1 1.

3. Cai Binbin, Jia Yuping, Zhu Yakun. On the construction of e-commerce credit system [J]. Journal of Chifeng University (Natural Science Edition), 20 14, (02):78-79.

4. Wang Yue. A Study on the Influence of Third Party Payment on China's E-commerce Integrity [J]. Western Economic Management Forum, 20 12, (02):46-49.

5. Qin Qin. Honesty in e-commerce [J]. E-commerce, 20 14, (02):50-5 1.

6. Wu, Gu Jianping. The absence and reconstruction of e-commerce integrity under the background of globalization [J]. Jiangsu Business Theory, 20 13, (07):49-50.