1、 Putting forward the problem of honesty and credit in electronic commerce
In recent years, with the improvement of China's Internet infrastructure, the explosive growth of Internet users and the popularity of Internet applications, China's Internet market has made rapid development, and the scale of China's "Internet power" has begun to show. Undoubtedly, the future will be the world of the Internet, and this e-commerce will be an important part of it.
At present, there are more than 43 million small and medium-sized enterprises in China, and their application of e-commerce is mainly B2B, supplemented by B2M, B2C and B2G. Compared with traditional trade methods, e-commerce has a series of obvious trading advantages, such as low transaction cost, high transaction efficiency, wide transaction coverage and strong transaction coordination. It breaks through the traditional concept of time and space, narrows the distance between production, circulation, distribution and consumption, greatly improves the effective transmission and processing of logistics, capital flow and information flow, and opens up a fairer, more just, more extensive and competitive large market in the world, It provides manufacturers, sellers and consumers with excellent opportunities to better meet their needs.
However, according to the statistics of China Internet Information Center, in 2012, e-commerce showed explosive growth in China. While bringing convenience to consumers for shopping, the phenomenon of infringing on consumers' rights and interests is also increasingly serious. According to the monitoring data of 2012 China e-commerce user experience and complaints monitoring report released by China e-commerce research center, there were about 93600 e-commerce complaints across the country in 2012, and it is urgent to improve the e-commerce integrity mechanism.
2、 Research on the problem of honesty and credit in E-commerce
Under the condition of market economy, integrity is the basis for maintaining all economic activities, and e-commerce is no exception. However, due to the particularity of e-commerce, the rules and forms of expression of integrity problems in e-commerce activities are different from those in traditional business activities. Since the birth of the first online transaction in China in 1998, e-commerce has gone through 15 years, but the development speed and efficiency are still unsatisfactory. One of the reasons is that the integrity problem of e-commerce has not been well solved. This paper believes that the integrity of e-commerce can be summarized in the following three aspects:
First, personal privacy is not protected and registration information is leaked. At present, many services on the Internet are free, such as free email, free membership to accept some services, and so on. However, when we accept these services, what we must do is to fill in some basic personal information. Although the service provider says that it is for the convenience of management, there are also illegal information utilization cases where the service provider misappropriates and sells these information.
Second, online fraud is prevalent. There are two aspects:
① Fraud from consumers. While e-commerce platform provides convenience for consumers such as online ordering, online payment, and even cash on delivery, it also brings certain risks to sellers. The risks from consumers are mainly non payment on arrival and false orders from consumers, especially virtual goods.
② Fraud and fraud by merchants. Some websites publish false information and use false company names, addresses and low-priced goods to induce consumers to disappear after they remit money to designated bank accounts; There is also the fraud of fake merchants. Some businesses use stores with high reputation of others to impersonate sellers, confuse consumers' judgment, and fake sellers to cheat.
Third, the quality of the goods sold is poor. When consumers buy goods through online sales, they have difficulty contacting physical objects before placing an order. They may buy low-quality products or defective goods and suffer economic losses. Moreover, such behavior is not easy to prevent in advance. There are certain uncontrollable risks in customers' online consumption, which lead some consumers to evade.
3、 Analysis of the causes of the credit problems in E-commerce
（1） The transaction lacks legal guarantee and restriction
Although as early as August 2004, the Ministry of Commerce promulgated the electronic signature law of the people's Republic of China, which gave reliable electronic signatures the same legal effect as handwritten signatures or seals for the first time, and clarified the market access system of electronic authentication services. In the next 10 years, different departments promulgated a series of laws and regulations, such as the administrative measures for payment and clearing organizations, the guiding opinions on online transactions (Provisional), and the administrative measures for payment services of non-financial institutions. However, due to the continuous development of e-commerce, new types of transactions continue to emerge, and the improvement of the system lags behind the change of transaction forms.
（2） The identity of both parties to the transaction is unknown, and it is impossible to identify whether it is fraud
The identity of both sides of the transaction on the Internet platform is unknown, which facilitates the illegal acts of some unscrupulous merchants and fraud gangs. Because it is difficult for buyers to identify whether the other party has fraud, they have to bear certain transaction risks, while the illegitimate acts of merchants reduce the probability of being seen through in person.
（3） Domestic individual and social commercial credit system has not been established
The emergence of e-commerce integrity problem is closely related to the fact that the domestic individual and social commercial credit system has not yet been established. Because dishonesty will not be recorded in the credit system, it will have a substantial impact on future loans, guarantees, overdraft lines, etc., reduce the cost of dishonesty, and indirectly connive at the immoral behavior of some businesses.
4、 Countermeasures to improve the credibility of e-commerce
（1） Perfect and instructive e-commerce bill
In coordination with the existing e-commerce laws such as the opinions on accelerating the development of e-commerce in the field of circulation and the Interim Measures for the administration of online commodity trading and related service behaviors, we will promulgate guiding and conceptual e-commerce bills, form a legal system covering all aspects of e-commerce transactions, and guide enterprises to maintain a market integrity atmosphere to promote the sustainable and healthy development of e-commerce.
（2） Real name registration transaction information of both parties
Both parties to the transaction shall register real information in the designated third-party trading platform in real name and pay sufficient margin. Normal transactions can be conducted only after the system confirms that there is no error. To ensure the safety of the property of both parties to the transaction. And can evaluate the integrity of the other party by scoring each other after the transaction; This will provide useful information for other traders in the future.
（3） Establish a complete set of credit guarantee system
Due to the popularity of credit cards, it is possible to combine bank credit cards with online transaction credit, and use the mechanism of mutual scoring after transactions and credit card consumption records to jointly evaluate the owner's credit and solvency, so as to establish a complete set of credit guarantee systems and realize the protection of online transactions.