At present, the development of global e-commerce is in a period of rapid development, and so is China. The profound influence of network technology on economic activities is irreversible, and e-commerce is gradually changing the traditional trading mode with its unique charm. The question is, even if e-commerce can make a profit technically, why are there so few e-commerce websites that can make a profit in actual transactions? What are the reasons that hinder e-commerce transactions, and what are the obstacles that affect the development of e-commerce in China? We believe that the low level of trust in economic activities is undoubtedly the obstacle to the development of e-commerce in China. Compared with the credit problem of traditional commerce, the credit problem of e-commerce is particularly prominent. Under the development trend of globalization of e-commerce, the credit crisis of e-commerce transactions has also quietly struck, and various illegal acts such as false transactions, counterfeiting, contract fraud, online auction to drive up the price, infringement of consumers' legitimate rights and interests have occurred frequently. These phenomena have greatly restricted the rapid and healthy development of e-commerce in China.
False transactions, contract fraud, online auction to drive up the price, infringement of consumers' legitimate rights and interests and other illegal acts occur frequently, which has triggered the credit crisis of China's e-commerce, especially B2C development. Many online shoppers complain that they can't receive the purchased goods on time. Even if they do, they are inferior, counterfeit, expired or even not what they originally wanted to buy, but there is nothing they can do. The fake "Industrial and Commercial Bank of China" incident is even more like nine Niu Yi hairs, which makes people look at the flowers in the fog and it is difficult to distinguish between true and false.
According to the survey of e-commerce integrity in China, 23.5% of enterprises and 26.34% of individuals think that the most worrying issue of e-commerce is integrity, which is embodied in the fact that product quality, after-sales service and manufacturer's credit are not guaranteed, security is not guaranteed, and the information provided online is unreliable. Credit problem has always been the biggest problem that puzzles online users in online transactions. It can be seen that the credit crisis has become the biggest bottleneck in the development of e-commerce. To make China's e-commerce develop healthily and orderly, we must speed up the construction of integrity.
2. The root of credit problems in the development of e-commerce in China.
Credit is a long-standing problem in human society, involving all aspects of social life. Good credit status is an important guarantee for social stability and economic development. China has been a country that stresses honesty since ancient times, and it has become people's common sense to stress honesty. However, in the era of commodity economy, China's social credit system has been seriously lacking. The serious lack of credit mechanism has led to various credit problems at present. Poisoned rice incidents, poisoned oil incidents and cooked food killings occurred frequently, and social integrity almost fell to the lowest point in history. There are not only reasons for people's lack of moral quality, but also reasons for the lack of social credit system and the backwardness of legal system construction.
Compared with the lack of credit in traditional economic society, the credit problem of e-commerce based on internet virtual technology is more serious. The appearance of the Internet has greatly aggravated the separation of time and space, and a large number of anonymous and virtual societies have emerged, thus accelerating the transformation from "acquaintance society" to "stranger society". In this process, many unique network credit problems have emerged. The biggest impact of the Internet on information asymmetry is that the virtual platform of online transactions makes it impossible for both parties to meet directly. This spatial separation makes it difficult to identify false identities, and online fraud and deception are easy to breed. The most common thing is that sellers create false identities to deceive buyers who are at a disadvantage of information asymmetry. In China, the openness of Internet and the lag of traditional legislation make this problem more prominent. The false identity under the Internet forces Chinese banks to register in real-name registration system. At present, there is no effective legal mechanism to restrain false identities and false information on the Internet.
3. The difference between e-commerce credit and traditional transaction credit.
Internet-based transaction means is the most basic feature of e-commerce. Prior to this, face-to-face trading has always occupied an absolute dominant position in traditional business, and it is also the most accustomed trading method. Therefore, the emergence of e-commerce is a challenge to consumption habits and even living habits.
The credibility on the network is determined by the following factors: 1, the trading credit experience gained by traders when they initially conduct e-commerce; 2. Define clear trading roles and processes for all participants; 3. Participants' realistic expectations of e-commerce.
There are two main differences between internet-based e-commerce and traditional commerce: one is the difference in commodity identification. In e-commerce, when a buyer decides to buy a certain commodity, the information he can get can only come from online descriptions and photos, but he can't see and touch them personally, which makes it easy for the buyer to doubt whether the commodity he has got is what he saw or what he really wants, thus causing distrust of e-commerce transactions. Only those products that can be highly standardized, such as books and records, can transcend the differences in product identification and become bestsellers on the Internet. Second, the difference in means of payment. Electronic transactions can't be delivered with one hand. There must be a time difference. If you pay first and then ship, the buyer may not trust the seller; If the goods are delivered first and then paid, the seller may not trust the buyer. This situation also existed before the emergence of e-commerce, but the difference is that due to the openness of the Internet, buyers and sellers in e-commerce are almost people who have never met or even been anonymous. Unlike in traditional trading relationships, buyers and sellers may establish long-term cooperative partnerships, and their trust is easy to improve. This has brought great problems to e-commerce credit.
Third, the successful case of the construction of China's e-commerce credit system at this stage.
This paper holds that the current credit situation of e-commerce in China is very complicated and it is difficult to generalize. Different transaction modes (such as B2C, B2B, C2C), different industry characteristics and different offline credit characteristics will all reflect different e-commerce credit problems. Let's take Alibaba, an outstanding representative of B2B, as an example to discuss how B2B enterprises deal with the credit problem of online transactions.
Alibaba is one of the most influential B2B websites in China. Let's focus on how it solves the problem of B2B credit authentication. Alibaba has been trying out the "TrustPass" service at its international station for a long time, and officially launched the "TrustPass" membership service on Alibaba China website on March 10, 2002. Cheng Xintong's principle is to establish online credit files for every enterprise that uses this service, including A &；; Five certifications &; Verification), certificates and honors, business partner recommendation, feedback center and Ali activity records. Among them, A &； V certification was obtained by Alibaba's partners, famous credit institutions Deng Baishi, Aussie Information and Huaxia Credit through field visits. The business partner recommends to list the enterprises that have cooperated with the member and their contact information for reference by other enterprises; The feedback center records the objective evaluation of trading partners; Ali's activity record truthfully records all the behaviors of members in Alibaba.
The integrity file is a passport to enter Alibaba's interactive and mutual trust trade community. Only members who have passed the third-party qualification certification can get a pass and enter the Alibaba integrity trade community. Show your credit and corporate image at a much lower cost than the traditional way and win trust through online credit service-Cheng Xintong service; At the same time, peer-to-peer access to other members' files is convenient and quick to understand others' credit, which helps customers greatly reduce the time, manpower and financial costs brought by a large number of inquiries, investigations and explorations in the process of online business partner screening, and quickly select authentic trading partners to enter substantive business negotiations.
Honesty is more than just showing credit. It closely combines the establishment of credit with the display of products, obtains the display in the process of establishment and accumulates credit in the process of display. The two complement each other and provide fresh, true, continuous and high-value reference for enterprises' online transactions. At the same time, as an honest member, you have the right to check the honest files of suppliers, and get to know each other from many angles and aspects, such as third-party authentication information, credit reference, member evaluation, Ali's activity record company's certificate and honor, so as to help you carry out the first step screening at low cost and quickly enter substantive transactions.
From the above analysis, we can see that the biggest feature of Cheng Xintong is the combination of offline authentication and online credit evaluation. Alibaba authenticates user enterprises by seeking cooperation with senior credit service companies such as Dunbar, Aussie and Huaxia Credit, and collects service fees from users. Alibaba's cleverness lies in combining the establishment of credit with value-added services such as displaying products, so that members no longer regard the establishment of their own credit as a burden, but as valuable capital. Therefore, after the launch of "Cheng Xintong", a large number of users did not run away as the media worried, but many large users chose this service. The convenience, relevance and compensation of this information are well reflected through the Internet, which improves the credit environment of e-commerce compared with the traditional credit environment.
Fourthly, the construction of e-commerce credit system in China.
Alibaba's successful case provides a good idea for us to build a credit system, that is, under the current situation of lack of legal system construction and low level of social integrity in China, the problem of backward credit system of e-commerce can still be solved to some extent through innovation of e-commerce technology and authentication means.
From this, we have drawn the following extended ideas: First, establish and improve the certification of online vendors. Certification center is the authority responsible for issuing and managing digital certificates, and it is the institution that authenticates the identities of both parties to the transaction. Through the authentication of the authentication center, the security of trading activities and the legitimacy of traders' identity can be guaranteed. Let those dealers who are not qualified to sell online ensure that the interests of customers are not infringed. Establish a similar online and offline evaluation system, cooperate with third-party credit institutions, and supervise online trading entities through the credit rating of online customers. Secondly, dealers should improve the transparency of the products they sell and themselves. When selling goods on the website, dealers should try their best to improve the transparency and self-introduction of the goods sold, which is mainly aimed at the particularity of e-commerce activities. Because customers have no direct understanding of the goods they want to buy, they can only feel it through the pictures and descriptions of the goods on the website. In view of this feature, it is necessary for dealers to describe the characteristics of goods as carefully as possible when introducing them, so that customers can know what they want to buy to the greatest extent. In addition, dealers should clearly describe a series of characteristics such as the business scope of the enterprise, so as to give customers a sense of trust. Merchants should be responsible to consumers and strive to improve their reputation index.
But in the long run, solving the credit crisis in e-commerce should start with the establishment of e-commerce credit system. The construction of credit system is an extremely huge and complicated systematic project, which must be realized through the full cooperation of government, industry, enterprises, consumers and media, with the protection of law, scientific organization and management system and advanced technical means. In my opinion, we can consider the following aspects:
1. Establish and improve the social credit system.
E-commerce, as a new business activity mode, involves many participants in each transaction, including both parties involved in the transaction, e-commerce websites, third-party logistics companies, banks, tax authorities, industry and commerce, public security and other institutions, and each participant must bear certain credit responsibilities. They need to trade in a perfect and honest environment. Therefore, I think the country should introduce credit laws and regulations as soon as possible, such as credit information disclosure law, privacy law and consumer credit protection law. At the same time, establish relevant credit management institutions, such as industry credit management, credit intermediary management, enterprise credit management, consumer credit management and so on. It is particularly important to establish a disciplinary mechanism for dishonesty in law enforcement, punish legal persons and natural persons with bad credit records, and increase the cost of dishonesty.
2. Strengthen self-discipline in the e-commerce industry.
Credit problems in e-commerce industry mostly occur in enterprises and the theme of e-commerce transactions. Therefore, we should start with industry self-discipline and vigorously develop the credit system of self-discipline and rights protection industry based on industry associations and member units. At the same time, establish a socialized commercial credit system based on enterprise risk management, with credit intermediaries as the main body and market-oriented operation. Strengthen the self-discipline of e-commerce, promote the integrity management to abide by industry conventions, abide by professional ethics, and form an effective integrity risk prevention and control mechanism.
3. Strengthen the development and application of e-commerce technology.
To establish a perfect e-commerce credit system, we must rely on high-tech means to continuously strengthen the development and application of online security authentication technology, such as developing data mining technology, developing information security technology, and building a credit system data platform. In addition, the collection, exchange and storage standards of government credit-related data and information, electronic signature, CA certification and other service systems will be formulated to create conditions for the integration and sharing of credit information resources. In particular, we should vigorously support socialized and specialized third-party credit intermediaries. Developed third-party service system can provide stable and powerful support for the practical application of e-commerce system for small and medium-sized enterprises, and minimize risks.
According to the research on the credit system of e-commerce, I think the ideal credit system should be a building, with the government at the top, responsible for credit legislation and law enforcement; The second layer is the trade association, which is responsible for access, evaluation and formulation of game rules; The third layer is an intermediary agency, which is responsible for credit services; The fourth layer is enterprises and consumers. Only by organically combining these four-tier systems and building a complete and effective e-commerce credit system can we fundamentally solve the problem of lack of e-commerce credit.