The construction of the credit system is an extremely large and complex system project. It must be coordinated by the government, industry, enterprises, consumers and media, supported by ethics, protected by law, and adopted Scientific organizational management system and advanced technical means are implemented. Call for integrity among e-commerce participants, establish the concept of integrity and awareness of rules, and make e-commerce participants realize that integrity is the foundation of life and a basic requirement for e-commerce transactions. At the same time, integrity and credit are a kind of wealth and are An irreplaceable competitiveness. To cultivate the credit awareness of the whole society, we must start from cultivating people's credit consumption habits, allowing more Internet users to accept electronic credit payment methods, accumulate good credit records, and provide convenience for future credit consumption. Enterprises participating in electronic transactions must gradually form self-disciplined industry norms and business principles. The improvement of social credit awareness will greatly promote the process of building an e-commerce credit system.

Research on the Current Situation and Problem Countermeasures of my country’s E-Commerce Credit System

Among the bottleneck factors that restrict the development of e-commerce, integrity issues are a very important factor. Since e-commerce faces a virtual platform and transaction objects, integrity issues are more likely to arise. Various illegal activities such as false transactions, counterfeiting, contract fraud, bid-gouging in online auctions, and infringement of consumers' legitimate rights and interests occur frequently. These phenomena have largely restricted the rapid and healthy development of my country's e-commerce.

E-commerce is developing rapidly in Western developed countries, especially the United States, which accounts for about half of the world's total e-commerce transactions. Its experience in the integrity system is worth learning from.

1. The current situation of my country’s e-commerce credit system

In just a few years from the late 1990s to now, the construction of my country’s e-commerce credit system has made great progress . The credit system at the following levels has been mainly formed:

1. The third-party guarantee system established by e-commerce enterprises.

E-commerce credit generally takes the form of online ID cards, credit ratings, online credit guarantees, and third-party guarantees [1], and third-party guarantees are the most commonly used form by e-commerce companies in my country. Some well-known e-commerce websites have established third-party guarantee systems, such as eBay's "Anfutong", Taobao's "Alipay", ePai.com's "Yipaitong" and so on. As shown in Table 1:

Payment tools Anfutong, PayPal Alipay One-Pass

Websites eBay Taobao, Alibaba China Station ePai.com

No. The three parties constitute eBay Link, Industrial and Commercial Bank of China, China Construction Bank, China Merchants Bank, UnionPay Electronic Payment Services Co., Ltd. Taobao, Industrial and Commercial Bank of China, China Merchants Bank, China Construction Bank, Agricultural Bank of China, Guangdong Development Bank, Industrial Bank and other Sinopost companies

In general, their principles are basically the same: the website itself and a commercial bank or enterprise form an independent third party; the buyers and sellers participating in the transaction complete the transaction through a third party. At the same time, various e-commerce companies have also introduced corresponding compensation systems for economic losses caused by various other reasons after strictly following the procedures, such as eBay's "Anfutong Guarantee Fund" and Taobao's "Full Accompanying Payment" System" etc. to match its credit system.

2. Credit rating system for e-commerce companies.

In fact, whether it is eBay, Taobao, ePai.com or other e-commerce websites, their credit rating systems are generally the same.

As can be seen from the above, the main body participating in the rating is the two parties participating in the transaction. They choose good, medium or bad ratings for the transaction party based on the transaction situation. This evaluation will be permanently recorded in the other party's credit record. For example, Taobao's membership level can be composed of 15 levels. Of course, in response to some special circumstances, other rules have been formulated to supplement them.

At the same time, various websites have also launched forums to allow everyone to participate in discussions and exchange experiences to prevent fraud.

3. The internal mediation mechanism of e-commerce companies and the establishment of corporate integrity alliance

All major e-commerce transaction websites have coordination mechanisms similar to arbitration institutions, and companies have also set up internal The legal department will first coordinate when a dispute arises between the two parties. If coordination fails, legal action will be taken.

The Enterprise Integrity Alliance was founded by the China Electronic Commerce Association. Its purpose is to strengthen the construction of my country's e-commerce credit system by establishing an authoritative and fair third-party credit assessment platform [2]. Its sponsors include 21 e-commerce companies, magazines, and banks including eBay, Yipai, Shanda, Sina, Excellence, Shanghai Pudong Development Bank, E-Commerce Law, and "E-Commerce World". Its main responsibilities are to establish and implement e-commerce credit supervision and breach of trust punishment systems with the help of the authority of industry associations; formulate an e-commerce industry integrity evaluation standard system and establish an e-commerce rating system for enterprises; formulate e-commerce industry norms and supervise e-commerce integrity Business[3].

2. Main issues in my country’s e-commerce credit system

The e-commerce credit system in the United States is very advanced. In addition to complete credit laws, it also has specialized credit intermediaries. To ensure the credit of e-commerce enterprises and individual consumers [4]. For example, the main business of Dun & Bradstreet Corporation, the largest global credit agency in the United States, is to conduct credit ratings on enterprises. Individual credit ratings are handled by institutions such as Quanlian and Experian.

In addition, the US credit card system has also created good credit protection for the development of e-commerce. Since everyone has a corresponding credit card, which records the cardholder's social security number, and e-commerce transactions are settled through credit cards, all transactions are recorded by the credit bureaus. So almost no one dares to use credit cards to commit fraud online.

Compared with developed countries such as the United States, the main problems in my country's credit system are as follows:

1. The construction of the credit system started late

The credit rating of the United States It has developed to a very complete stage, and our country only launched the joint personal credit credit service system operated by Shanghai Consulting Co., Ltd. in 2002, and established credit projects such as the "Credit Beijing" project in Beijing. [5] In 2003, some industries began to establish their own credit rating systems. The construction of each e-commerce website's own integrity system is only a matter of the past two or three years. Therefore, although the construction of these credit systems has begun, they are far from perfect.

2. The coverage of the credit system is narrow

Judging from the number of e-commerce companies, some well-known e-commerce companies in China took the lead in establishing third-party guarantees and rating systems and joining the Internet. Integrity Alliance, and there are still many small and medium-sized enterprises that have not yet made breakthroughs in these aspects. The credit rating of the United States covers all companies.

From the perspective of the types of e-commerce companies, more C2C and B2B companies have established credit systems. It can be seen that this type of website is relatively easy to separate from both parties of the transaction and act as a third party. Supervision and assurance. B2C companies, on the other hand, are more involved in transactions and cannot serve as both traders and supervisors.

From the perspective of individual consumers, the rating system of e-commerce companies is only for customers who participate in transactions on their own websites. They basically operate independently and therefore lack universal binding force. The personal credit ratings and credit cards in the United States are for all individuals and applicable to any website.

3. Third-party institutions lack authority

It can be seen that the third-party institutions of my country’s e-commerce companies are mainly composed of the website itself and some banks and enterprises, or simply third parties. Enterprise acts as. For example, although Taobao's Alipay platform has a high reputation, it is still a company owned by Alibaba. In theory, integrity risks still exist. In the third-party guarantee system, the third-party institution must be composed of banks or government departments with absolute authority, and the enterprises with interests should withdraw themselves.

4. The internal coordination system of the enterprise and the enterprise integrity alliance lack coercive force

The internal coordination mechanism of the enterprise does not have legal effect.

The key to winning in mediation is to retain electronic evidence such as chat records. However, our country's current laws do not recognize this type of evidence, so once mediation fails, it will be difficult to define it legally.

Although the Integrity Alliance is trusted and recognized by most enterprises and individual consumers, and has a certain degree of authority, most of its functions are to coordinate and handle e-commerce disputes, which lacks administrative and legal effectiveness. , which may make some problems difficult to solve.

3. Countermeasures for my country’s e-commerce credit system

The first is to further improve the credit rating system and credit laws. Since my country's credit rating system is in its infancy, it is far from establishing a complete credit record for enterprises and individuals like the United States, which provides room for some unscrupulous elements to engage in unethical behavior. For example, if you commit fraud on a certain website and receive bad reviews, you can still continue on another website. There are no clear legal provisions on corresponding penalties for false transactions, counterfeiting, contract fraud, bidding up bids in online auctions, etc. Therefore, only when the credit rating system and the e-commerce legal system are truly perfected can the integrity problem of e-commerce be fundamentally solved. This requires long-term joint efforts by the government, industry, and enterprises.

Secondly, increase the authority of the third party. For e-commerce companies that have implemented a third-party guarantee system, they should implement a mechanism whereby the third-party institution is solely borne by the bank; for companies that have not yet implemented a third-party guarantee system, such a credit mechanism should be established as soon as possible; B2C e-commerce companies , the enterprise itself cannot participate in the supervision and management of integrity, and it is more necessary to cooperate with the bank, and the bank alone assumes the responsibilities of the third party.

Thirdly, realize a credit rating system that is unique to e-commerce companies. Since it will take some time to establish a credit rating system for the whole society, a more realistic approach is to use an organization with the role of an industry association such as the Integrity Alliance to merge the data of the credit records scattered among various e-commerce companies. Enterprises and individual subjects that implement online transactions will eventually have a permanent credit card number that is universally applicable online. All online transactions will be recorded on this card, which will become a clear identification of the subject's credit rating.