1、 译文浅谈电子商务中的诚信在电子商务如火如荼的发展中，严重的诚信缺失，已成为制约网上购物发展的瓶颈。本文就此提出一些应对之策，以求营造良好的电子商务诚信环境。关键词：电子商务；诚信缺失；对策思考在电子商务领域，企业、消费者、银行等任何一方诚信缺失，交易就不能顺利实施。电子商务企业必须把诚信渗透到企业经营、管理的各个环节，深入到企业文化的核心。一、关于电子商务诚信缺失的问题表现（一）商业秘密和客户隐私得不到保护网络具有公开性，商家和消费者的个体信息在未征得同意时不得公开，否则将构成对隐私权的侵犯。而目前很多商业性网站并不注重对客户信息的保护，甚至有时将客户信息资料，如名称、营业地址、通讯地址、联
2、系方式以及个人的姓名、邮寄地址、联系方式和公司经营信息、公司员工资料以及个人的家庭住址、家庭电话、个人工作信息、简历等作为商品在出售。于是，商业秘密和隐私将可能受到侵犯，且难以获得有效的法律保护。（二）通过网络诈骗，以销售之名，行诈骗之实。有的网站以虚假不实的公司名称、地址诱导和欺骗消费者，而网站本身既没有通信管理部门核发的经营许可，也没有在工商部门进行登记注册，却在网站上提供虚假的商品信息，以低价诱导消费者，待其向指定的银行账号上汇入款项后便没了下文。如深圳就多次发现行骗网站冠以“深圳某某公司”，使用“沙头角中英街”等地址，甚至将一些香港的名称、地址、电话号码和网址都用上，打着免税、批发甚至
3、走私的幌子，使外地消费者误以为深圳的电器商品都比内地便宜，从而达到骗取消费者钱财的目的。（三）商品质量低劣。有的网站虚假宣传，夸大其辞，在网上将自己的产品吹得天花乱坠，以此来误导消费者，但实际销售的商品质量低劣，与网上宣传的并不一致。消费者购买此类商品后往往费时费力去投诉，而网站则不肯承担责任。（四）不及时送货。有些网站承诺在顾客购买后在一定时间内送货上门，但往往不能在承诺的时间内及时送货，影响到顾客的消费信心。特别是食品、饮料等即时消费性的商品，这一问题就尤为突出。（五）不履行售后服务承诺。说一套做一套，对网上售出的商品不承担“三包”责任。一些网站在网上销售打印机、电脑等商品，但是当消费者购
4、买的这些商品在出现质量问题后，网站却让消费者直接去找厂家。（六）违法开展经营活动。有些网站钻国家法律法规的空子，大打“擦边球”，如违法提供有奖销售服务，以巨额奖金、奖品吸引消费者浏览其网站，以提高网站浏览量，有一家网站推出的“10分钟做主页”大奖活动，头等奖竟然是一套价值不菲的商品房。甚至还有的网站置国家禁令于不顾，违法在网络上开展非法传销活动。二、造成信用缺失的原因分析（一）立法滞后。尽管国家已经颁布了计算机软件保护条例、计算机信息系统安全保护条例、计算机信息网络国际互联网管理暂行规定等相关的法律规范。但是，中华人民共和国电子签名法于2005年4月l日才开始实施。它的实施对我国电子商务的发展
5、将产生深远影响。可以说它是“中国首部真正意义上的信息化法律”。然而，电子商务的发展需要更多更完善的法律规范，目前实施的法律规范显然不足以完全解决电子商务发展的瓶颈问题之一诚信。（二）利益驱动。透过扑朔迷离的网络社会现象不难发现，诚信缺失背后隐藏着深刻的经济根源。正是由于不正当的经济利益和商业利润驱使人们藐视道德和法律而在网络这个“自由时空”中为所欲为。此外，一些网站的经营者仅仅注重短期效益，抱着“捞一把就走”的心态经营网站，结果在商品质量、物流配送和服务承诺等方面很难让人满意。（三）信用障碍。近年来，我国的信用体系建设已经初见成效，但这些信用信息基本处于相对封闭状态，人们很难利用，甚至有时不得
6、不对信用信息本身持怀疑态度，这就为少数人、少数用户、少数企业说谎、失信、欺骗、诈骗提供了可趁之机。（四）意识淡薄。电子商务参与者的诚信观念、规则意识不强。对于任何企业、商家、消费者，乃至一个国家，诚信都是资源，是_种不可替代的竞争力，是进入电子商务这个国际大市场的资格，是支撑电子商务发展的重要支柱之一。也许欺骗、造假能带来短期利益，但随着时间的流逝，必将失信于民、失信于社会，必将对社会的经济秩序造成巨大的破坏，市场经济难以健康运转。（五）缺乏管理。对参与电子商务的消费者没有建立详细的信用档案，以集中、统一、规范的形式反映消费者个人资信与交易记录等信息，如消费者基本资料、经济信用资料、社会信息与
7、特别记录等。重要的是消费者的信用信息没有受到良好的法律保护。对参与电子商务交易的企业，资格评审不把关，身份认证不到位，信用档案不完善，以至于造成虚假网站、虚假商品信息、虚假公司、虚假中介机构等的不断出现。三、解决信用缺失的对策研究（一）切实推进电子商务活动的立法。我国要推动电子商务的快速发展，解决网上交易中的信用缺失问题，最迫切的是要尽快健全电子商务的相关法律法规，明确参与电子商务各方的法律责任，遏制交易商和服务商的不良行为和不法行为，使得网上交易有法可依。此前广东、上海、北京等地为规范电子商务发展，已经出台了一些地方性的法规，在此基础上应该进一步努力，加快电子商务相关法律法规的建设，同时也需
8、要对各地的地方法规进行综合考虑，统一立法，以解决各地法规不统一易造成法律冲突的矛盾。最近，电子签名法的颁布就迈出了很好的一步。制定相关法律，不仅能有力打击网上虚假广告等欺诈行为，维护消费者的合法权益，也有利于营造良好的社会诚信环境，促进我国网络商务活动的繁荣发展。（二）充分发挥政府的主导作用，尽快建立网上交易诚信机制。这需要政府、行业、企业及金融和保险机构的共同努力。政府主管部门对从事网络销售的企业以往通过评选诚信网站的方式来进行监督和管理，这种方式在一定程度上对一些企业起到了肯定和鼓励的作用，成为强化电子商务信用体系建设的有机成分，但还是不够的。以后，还需要进一步加强政府的引导作用，建立和完
9、善对企业电子商务的评级制度，并在开展电子商务的机制和社会配套上给予配合。同时要积极探索各种形式的信用机制实现方式，如实行资格审核制度，拒绝那些假冒伪劣产品或侵犯知识产权的产品参与网络交易；还可以建立信用追溯机制，如果供货上曾经发生过交易纠纷，将被列入网上黑名单，不能进行网上交易；与保险公司协商，设法增加网上交易安全险种，以保证交易的安全和解决前期赔偿问题。（三）经营者要做好商业诚信和商业道德的建设。市场经济是一种信用化的商品经济，信用是市场经济的基础和生命线。一个没有良好商业诚信和商业道德的经营者最终是无法立足于市场经济时代的。网上交易的信用缺失问题已引起了很多企业的关注，并为此作出了努力，如
10、易趣网推出了独特的信用评定体系，并承诺对客户在交易过程中因信用风险而导致的交易损失给予补偿，阿里巴巴网则推出“诚信通”，通过提供第三方认证、网上交易记录、网上信用评价及反馈等，为企业建立“网上诚信活档案”。（四）提高消费者网上购物的保护意识。网上购物有别于传统的购物方式，不少消费者还缺乏必要的购物经验，因此，提高消费者网上购物的保护意识尤为重要。消费者要认真区分网上商城所提供的平台的真实性，以及其服务质量的好坏。应尽量选择熟悉的购物网页，并要求提供货到付款的服务来降低风险。在购物之前，要了解网上商城是否在当地工商部门备案，这样一旦出了问题，有利于维护消费者的合法权益。同时，对与网民之间的交易，
11、在目前还没有相应的法规来约束的情况下，更要提高警惕，提防网上“陷阱”。（五）加快建立电子商务便利的物流体系也是非常必要的。目前，我国还没有成熟的覆盖全国的网络商务物流体系和支付体系。由于电子商务经营者大多采用的是自营方式，即自己建立仓库、自己直接卖东西，无法保证物流的及时与畅通，造成网络商务不能保证货源供给。同时，由于产品过于广泛，也使销售成本增加。建立系统化、专业化、全国性的货物配送中心，形成一套高效、完备的网上配送管理系统，已成当务之急。计算机web数据挖掘在电子商务中的具体应用（1）电子商务中的web数据挖掘的过程。在电子商务中，web数据挖掘的过程主要有以下三个阶段：既是数据准备阶段、
12、数据挖掘操作阶段、结果表达和解释阶段。如果在结果表达阶段中，分析结果不能让电子商务企业的决策者满意，就需要重复上述过程，直到满意为止。（2）Web数据挖掘技术在电子商务中的应用。目前，电子商务在企业中得到广泛应用，极大地促进了电子商务网站的兴起，经过分析一定时期内站点上的用户的访问信息，便可发现该商务站点上潜在的客户群体、相关页面、聚类客户等数据信息，企业信息系统因此会获得大量的数据，如此多的数据使Web数据挖掘有了丰富的数据基础，使它在各种商业领域有着更加重要的实用价值。因而，电子商务必将是未来Web数据挖掘的主攻方向。Web数据挖掘技术在电子商务中的应用主要包含以下几方面：一是寻找潜在客户
13、。电子商务活动中，企业的销售商可以利用分类技术在Internet上找到潜在客户，通过挖掘Web日志记录等信息资源，对访问者进行分类，寻找访问客户共同的特征和规律，然后从已经存在的分类中找到潜在的客户。二是留住访问客户。电子商务企业通过商务网站可以充分挖掘客户浏览访问时留下的信息，了解客户的浏览行为，然后根据客户不同的爱好和要求，及时做出让访问客户满意的页面推荐和专属性产品，以此来不断提高网站访问的满意度，最大限度延长客户驻留的时间，实现留住老客户发掘新客户的目的。三是提供营销策略参考。通过Web数据挖掘，电子商务企业销售商能够通过挖掘商品访问情况和销售情况，同时结合市场的变化情况，通过聚类分析
14、的方法，推导出客户访问的规律，不同的消费需求以及消费产品的生命周期等情况，为决策提供及时而准确的信息参考，以便决策者能够适时做出商品销售策略调整，优化商品营销。四是完善商务网站设计。电子商务网站站点设计者能够利用关联规则，来了解客户的行为记录和反馈情况，并以此作为改进网站的依据，不断对网站的组织结构进行优化来方便客户访问，不断提高网站的点击率。5结语本文对Web挖掘技术进行了综述，讲述了其在电子商务中广泛应用。可以看出，随着计算机技术和数据库技术快速发展，计算机Web数据技术的应用将更加广泛，Web数据挖掘也将成为非常重要的研究领域，研究前景巨大、意义深远。目前，我国的Web数据应用还处于探索
15、和起步阶段，还有许多问题值得深入研究。- 10 -The integrity of e-commerceE-commerce development in full swing, the serious lack of good faith, has become a bottleneck restricting the development of online shopping. This paper to propose a number of countermeasures, in order to create a favorable environment for e-commer
16、ce credit.Keywords: electronic commerce; Honesty; CountermeasuresIn the field of electronic commerce, business, consumers, banks and any other party to lack credibility, the transaction can not be successfully implemented. The integrity of e-commerce companies must penetrate into the business, manag
17、ement of all aspects, deep into the core of corporate culture.First, the problem of lack of credibility on the performance of e-commerce(A) trade secrets and customer privacy is not protected network with the openness, business and consumer information without the individual consent shall not be ope
18、n, otherwise it would constitute an invasion of privacy. At present, many commercial sites do not pay attention to the protection of customer information, and sometimes the customer information, such as name, business address, mailing address, contact information, and individuals name, mailing addre
19、ss, contact information and company information, employees information and personal home address, home phone, personal work information, curriculum vitae as a commodity for sale. Thus, trade secrets and privacy may be violated, and difficult to obtain effective legal protection.(B) through the netwo
20、rk of fraud, to sell in the name of the real fraud. Some websites with false false company name, address induced and deceive consumers, and the site itself is neither the communication management department issued a business license, no registration in the business sector, but on the website to prov
21、ide false trade information, induce consumers at low prices, wait until the designated bank account on your money after nothing happened. Such as Shenzhen have repeatedly found that deception website dubbed a certain company in Shenzhen, use Chung Ying Street, and other addresses, and even some of H
22、ong Kongs name, address, phone number and address using the term, the name of duty, even the pretense of wholesale smuggling, so that consumers mistakenly think that the field of electrical goods, Shenzhen, cheaper than the mainland, so as to achieve the purpose of defrauding consumers money.(C) the
23、 goods of poor quality. Some websites false propaganda, exaggerated, in the online hype their products, in order to mislead consumers, but the actual sales of goods of inferior quality, and online publicity is not consistent. Consumers to buy such goods are often time-consuming to go after the compl
24、aint, and the site is unwilling to take responsibility.(D) Failure to timely delivery. Some sites promise the customer to purchase a certain period of time after delivery, but often can not promise timely delivery of time, affect the customers consumer confidence. Especially in food, beverage and ot
25、her consumer goods immediately, the problem is particularly prominent.(E) does not fulfill service commitments. Say one thing and do another, the goods sold on the Internet do not bear the three guarantees responsibility. Some sites on the Internet selling printers, computers and other goods, but wh
26、en consumers buy these products in the event of quality problems, the site allows consumers to go directly to manufacturers.(F) to carry out illegal business activities. Some state laws and regulations of the drill site loopholes, played the edge ball offer prizes such as illegal sales service, with
27、 a huge prize, prizes to attract consumers to visit its website to improve website traffic, there is a website launched 10 minutes to do Home award activities, first prize turned out to be a valuable commodity. Home countries even ban the expense of the website, on the network to carry out illegal i
28、llegal activities.Second, the resulting analysis of the reasons for lack of credit(A) the legislation lags behind. Although the state has promulgated the Computer Software Protection Regulations, Computer Information System Security Protection Ordinance, Computer Information Network International In
29、ternet governance Interim Provisions and other related laws and regulations. However, the Peoples Republic of Electronic Signature Law in April 2005, days before l started. Implementation of its e-commerce development in China will have a profound impact. You can call it Chinas first true sense of t
30、he information technology law. However, e-commerce development needs more and better laws and regulations, laws and regulations currently in force is clearly not enough to completely solve the bottleneck problem of e-commerce development credit.(B) the interests of the drive. Through the bewildering
31、 network of social phenomena is not difficult to find, hidden behind the lack of good faith deep economic roots. It is because of improper profit-driven economic and commercial interests of the people and in defiance of the moral and legal network of the free space do whatever they want. In addition
32、, some site operators to focus exclusively on short-term benefits, saying that the fishing a go attitude web site operators, resulting in product quality, logistics and service commitments so it is difficult satisfactory.(C) the credit barriers.In recent years, Chinas credit system has achieved init
33、ial success, but the basic credit information in a relatively closed state, it is difficult to use, and sometimes have to skeptical credit information itself, which for a few, a few users, small businesses lying, dishonesty, deceit, fraud can take advantage of the machine provides.(D) consciousness.
34、 The integrity of the concept of e-commerce participants, awareness of the rules is not strong. For any business, businesses, consumers, and even a country, faith is a resource, is _ kind of competitiveness can not be replaced, is to enter the e-commerce market, this international qualification, is
35、an important pillar supporting the development of e-commerce. Maybe deception, fraud can bring short-term benefits, but over time, will lose the trust of the people, lose the trust of the community, social and economic order is bound to cause enormous damage to the market economy is difficult to hea
36、lthy functioning.(E) lack of management. Consumer e-commerce is not involved in the establishment of a detailed credit files, a focused, unified, standardized form reflects the consumer credit and transaction records and other personal information, such as the basic information of consumers, the eco
37、nomy of credit information, social information and special records. Important is the consumers credit information has not been well protected by law. Companies involved in e-commerce transactions, accreditation does not check, authentication is not in place, imperfect credit file, so as to cause a f
38、alse website, false trade information, bogus companies, false intermediary institutions continue to emerge.Third, the lack of credibility of the countermeasures to solve(A) the effective legislation to promote e-commerce activities. China to promote the rapid development of e-commerce, online tradin
39、g to solve the problem of lack of credibility, the most urgent thing is to sound as soon as possible e-commerce related laws and regulations, a clear legal responsibility of all parties involved in electronic commerce, traders and service providers to curb the adverse behavior and delinquency, makin
40、g online transactions law. Prior to Guangdong, Shanghai, Beijing and other places in order to regulate e-commerce development, has introduced a number of local laws and regulations, on this basis should be further efforts to accelerate the construction of e-commerce related laws and regulations, but
41、 also the need for comprehensive local laws and regulations around the consider, harmonization of legislation to address the local regulations are not uniform could easily lead to conflict of laws conflict. Recently, the Electronic Signature Act enacted on a good step forward. Development of relevan
42、t law, not only can effectively combat Internet fraud, false advertising, safeguard consumers legitimate rights and interests, but also help create a good social credit environment, and promote the prosperity of Chinas Internet business development.(B) give full play the leading role of the governme
43、nt as soon as possible to establish online transaction integrity mechanism. This requires the government, industry, business and financial and insurance institutions to work together. Government departments engaged in network marketing companies in the past through the site selection approach to int
44、egrity monitoring and management, to some extent in this way for some companies has played a positive and encouraging role, to be an enhanced e-commerce credit system of the organic components , but still not enough. Later, also need to further strengthen the guiding role of the government, establis
45、h and improve business e-commerce rating system, and in e-commerce and social support mechanisms to cooperate on. At the same time we should actively explore various forms of credit mechanism implementations, such as the implementation of the qualification system, reject fake and shoddy products or
46、products infringing intellectual property rights in online transactions; also can create credit traced back mechanism, if the transaction had occurred on the supplier dispute will be included in the online blacklist, can not conduct online transactions; consultation with insurance companies, insuran
47、ce trying to increase the security of online transactions, to ensure transaction security and solving pre-compensation.(C) the operator to do business integrity and business ethics of the building. Market economy is a credit-oriented commodity economy, credit is the foundation and lifeblood of the m
48、arket economy. Without a good business integrity and business ethics of the operator is ultimately not be based on market economy era. Lack of credibility of online transactions has caused a lot of business concerns, and have made efforts, such as eBay launched a unique credit rating system, and com
49、mitment to customers in the transaction due to credit risk resulting from trading losses given compensation, Alibaba will launch trust pass, through the provision of third-party certification, online transactions, online credit evaluation and feedback for the enterprise to establish a live online credit file.(D) raising awareness of the protection of consumers shopping online. Online shopping
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