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Analysis of personal integrity of online consumers

Abstract The establishment and improvement of personal integrity of online consumers requires us to recognize consumers clearly To identify the root causes of personal integrity crises, we must take practical measures to promote integrity in the whole society (including cyberspace), promote the virtue of integrity, accelerate the construction of the legal system, improve security technology, and ultimately improve consumer integrity.

Keywords E-commerce consumer integrity crisis

The personal integrity crisis of online consumers can manifest itself in various forms, such as publishing or providing false personal information, malicious slander against enterprises, etc. They arbitrarily or frequently change promised transaction conditions, receive goods without paying, order goods with malicious intent, steal other people's privacy and business secrets, forge e-mails, documents, and credit cards, maliciously copy and infringe other people's information, and commit online fraud... All of these, To name a few. These dishonest behaviors will bring about a series of adverse consequences: defrauded enterprises (operators) may pass on losses to other consumers or related enterprises in a deceptive way; deceived consumers may also use dishonest methods to to make up for their losses; dishonest consumers who have obtained improper benefits may continue to make huge profits through dishonest behavior. The personal integrity crisis of online consumers has seriously disrupted the order of e-commerce operations, brought unnecessary economic losses to e-commerce companies and other consumers, and sometimes even themselves, and cast a shadow on the healthy development of e-commerce.

1 The root cause of the personal integrity crisis of online consumers

1.1 The social root cause: the general environment of the integrity crisis of the entire society

Our country is at the beginning of the modern market economic system During construction, the regulations are not yet complete and the system needs to be improved. The various influences brought about by social transformation impact and disintegrate people's original moral concepts of integrity, while new moral concepts of integrity that are compatible with modern society have not yet been established, which constitutes an opportunity for the integrity crisis. The lack of loopholes in regulations and systems has left a gap for the implementation of fraud. Some lawless people and those who are lucky enough to engage in fraudulent activities have become more and more serious, thus causing an integrity crisis in the whole society. As a result, defaulting on payment, cheating, selling fake and inferior goods, publishing false advertisements, using others' reputations, and forging various documents... have become popular and many companies and individuals have profited from them. It can often be seen in real life that those who are honest and trustworthy do not receive corresponding encouragement and benefits, and those who break trust do not receive the punishment they deserve.

1.2 Ideological roots: decadence of personal ethics and morals

The use of computer networks impacts realistic moral norms. The rapid transmission of large amounts of even overwhelming information is mixed with a lot of immoral and anti-moral content, which infringes on human moral psychology, inhibits the formation of sound moral personality, and leads to a decline in individual and group moral levels. People's value orientation is becoming more and more hedonistic and money-worshipping, which is manifested in actual behavior as eager for quick success, betrayal, and unscrupulous means to achieve the goal. Because most behaviors on the Internet are anonymous and virtual, some consumers can take off their social masks, completely hide their true social identities, abandon traditional ethics and moral norms, and use one or more "virtual" He engages in online transactions and interactions with his own identity, commits crimes nakedly based on his own will, regards online activities that violate moral norms as a manifestation of his superb skills, and defrauds money and goods as his ultimate goal in online transactions.

1.3 Economic Roots: Undesirable Promotion of Utilitarianism

Through the complicated and confusing social phenomena of the Internet, it is not difficult to find that there are profound economic roots hidden behind the integrity crisis that occurs online. It is precisely because of unfair economic interests and commercial profits that drive people to despise morality and law and do whatever they want in the "free time and space" of the Internet. The immature market economy has stimulated people's greed for wealth to the extreme. When hard constraints are not perfect, it is inevitable that some people will take risks for the sake of wealth. Driven by material interests and personal desires, they will violate laws and disciplines, betray trust, and benefit themselves at the expense of others. thing. When someone in the same market makes money faster through opportunism, unjust enrichment, deception and abduction than by being honest and trustworthy, many people will be envious of this and instead of criticizing them, they will follow them and adopt the same dishonest practices. Behavior to seek huge profits.

1.4 Technical roots: virtuality and insecurity of e-commerce

E-commerce is a business activity realized with the help of the Internet as a technology platform. One of the most prominent features of the Internet is virtuality. In the Internet world, people's interactions are in the form of numbers and symbols. The virtuality of the Internet provides a breeding ground for dishonesty to the subjects of e-commerce transactions in this environment. E-commerce activities are mainly realized through the Internet. Therefore, the subjects of business activities are basically not subject to the constraints of direct moral public opinion, close personal safety threats, and the drag of real estate. This makes it possible for some people with evil intentions and those who are lucky to commit fraud. Behavior provides a convenient door. Information network technology, like any other technology, has two sides. While the network brings convenience to people, it also leads people into security traps.

1.5 Legal roots: Imperfection of relevant legal systems

For e-commerce, the rule of law is very important. New trade forms will inevitably lead to a reorganization of interest distribution. In this smokeless battlefield for interests, all participants must follow fair rules of the game within the norms of the law. Our country has promulgated the "Computer Software Protection Regulations" and other legal norms related to informatization, and also promulgated and formulated the "Regulations on the Real-name System for Personal Deposit Accounts" and other laws and regulations related to the construction of personal integrity. However, the existing laws and regulations cannot meet the needs of the development of e-commerce. Because business activities cannot be carried out in accordance with the laws or regulations, the legal system is incomplete, and the construction of the legal system lags behind, some consumers can take advantage of legal loopholes and allow dishonest people to do so. The number of consumers continues to grow.

1.6 Source of information: Information asymmetry between the two parties to the transaction

Due to the existence of information asymmetry, driven by "self-interest motives" and "opportunistic" behavior, the party with information advantage You can benefit from this, while the party with an information disadvantage will suffer, which can easily lead to a lack of credit. E-commerce that does not meet each other intensifies information asymmetry in some aspects, thereby increasing the credit risk of e-commerce. Although e-commerce breaks through the limitations of time and space, the two parties participating in e-commerce do not meet each other, and the two parties cannot confirm each other's identity, credibility, etc. For those consumers who are bent on obtaining unfair benefits in online transactions, the information they actively provide to operators is based on the premise of maximizing their own interests, and various means are adopted to minimize the exposure of information, or to disseminate information False information and the use of deceptive practices to maximize one's own interests. Therefore, when consumers have information advantages, it facilitates their dishonest behavior in online transactions.

2 Establishment and improvement of personal integrity of online consumers

2.1 Strengthen e-commerce ethics and moral education and improve consumers’ awareness of integrity

E-commerce ethics is a traditional The expansion and development of business ethics plays a vital role in the standardized operation and healthy development of e-commerce. Because in the process of China's economic transformation, many people obtained windfalls due to the lack of ethical values, which gave some people the illusion that the market economy is all about money and that you can do whatever it takes to make money, especially in the new electronic world with a very high degree of freedom. The business environment is full of speculation and wealth opportunities. Therefore, it is necessary to strengthen e-commerce ethics and moral education and improve the moral level of e-commerce subjects. As far as the crisis of consumer personal integrity is concerned, relevant government departments, industry associations, and educational institutions such as university business schools must do a lot of basic research work to rebuild business in a positive new economic state that is in line with the market economy. Ethics, especially the construction of e-commerce ethics, standardizes consumers' business behavior to meet the needs of the rapid development of e-commerce; on the other hand, while educating consumers on traditional business ethics, e-commerce ethics and moral education should be strengthened , make full use of the characteristics of self-education and interactive education of online education, strengthen the investigation and research on consumers' cognitive characteristics and psychological state, adopt a combination of online and offline education methods, and improve consumers' ethical consciousness in e-commerce activities , allowing consumers to use information technology responsibly, build an ideological firewall to resist the invasion of "untrustworthy", and jointly build an environment of e-commerce integrity.

2.2 Establish a consumer integrity database and improve personal credit history records

The United States has set an example for us in building a consumer integrity database.

In the United States, a specialized agency is responsible for the personal credit history of consumers and building an integrity database. Every credit payment, loan, and fine paid by each person is recorded, which ensures that it is well-documented. The integrity supervision mechanism in the United States will also punish dishonest persons accordingly. For example, relevant laws in the United States stipulate that once an individual company declares bankruptcy, the registrant will never be able to register a new company. These legal provisions will make it impossible for people who have lost their integrity to enter an honest society. Therefore, we can learn from the credit system construction in the United States, strengthen the construction of consumer personal credit database, improve personal credit history records, and establish a personal credit system and credit inquiry system to achieve "virtualization" based on concreteness and reliability. "trade.

2.3 Strengthen network security management and effectively solve e-commerce security issues

Many untrustworthy behaviors in e-commerce activities occur precisely because of the virtuality and insecurity of the network. This allows some dishonest people to flourish. Therefore, in order to maintain network security and reduce the opportunities for dishonest people to take advantage of loopholes, e-commerce companies, banks, logistics companies and consumers need to work together to adopt efficient security measures, strengthen network security management, and effectively solve e-commerce security issues. Currently, in order to ensure the physical and logical security of the network, commonly used technologies include network security technology and cryptography technology. Network security technology includes operating system security technology, firewall technology, virtual private network technology, and various anti-hacker technologies. and vulnerability detection technology, etc.; cryptographic technology includes encryption technology, digital signatures, demonstration agencies, and digital certificates, etc. The application of these security technologies provides strong technical support for ensuring the security of e-commerce. In view of the openness and freedom of the Internet, e-commerce security management is neither a purely technical issue nor a simple management issue. It is a kind of project that involves not only "things" but also people, and requires advanced safety technology and strict scientific management. "Three points of technology, seven points of management", strict, scientific and efficient management is a supplement to security technology, a source of promoting the development and growth of e-commerce enterprises, and a powerful weapon to reduce consumer dishonesty. Therefore, while applying security technologies, e-commerce companies also need to strengthen security management, formulate corporate security policies, standardize internal personnel management, strengthen information asset management, and take timely emergency measures to minimize corporate losses and establish a safe and efficient corporate environment. , trustworthy online image.

2.4 Accelerate the pace of integrity legislation and create a legal environment for e-commerce

On the one hand, the honest behavior of online consumers requires self-discipline and improvement of their own online morals and business ethics; on the other hand, it requires Heteronomy uses mandatory laws to clearly stipulate the responsibilities, rights and obligations of consumers, so that people clearly know what must be done and what is prohibited, thereby forcibly regulating people's behavior. Today, with the rapid development of e-commerce, my country's existing relevant laws cannot deal with issues such as "the legal effect of electronic contracts", "the legal effect of electronic seals", "withdrawal and revocation of offers and commitments", etc. It is time for e-commerce legislation to be resolved. In response to the current momentum of e-commerce activities, relevant departments such as the government, enterprises, and theoretical circles should actively study the trends and characteristics of e-commerce and quickly formulate targeted Internet ethics norms and laws and regulations to standardize e-commerce activities and solve problems such as e-commerce. Complex issues such as contracts, Internet taxation, intellectual property rights, personal privacy, user rights protection, online transaction rules, electronic payments, network security, cybercrimes, and network evidence increase the trust of enterprises and consumers in e-commerce. my country's e-commerce legislation must, on the one hand, participate in the formulation of international conventions and agreements on network development; on the other hand, it must fully consider my country's actual situation and promptly formulate network laws and regulations that meet China's national conditions and the needs of e-commerce development. The honest behavior of business activity entities enables e-commerce to develop healthily under the influence of rules.

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