The Research On The Network Ethic Construction In E-commerce Operations

With the development and popularization of the network, e-commerce gradually enters people's line of sight. It has changed the communication and the way of life. E-commerce develops so fast that it has become a highlight of the new economy and a hot spot in the world today. The emerging retailing industries, service industries and the traditional manufacturing industries all regard e-commerce as a new mode of enterprise management and the trend of development in the future.The boom of e-commerce market attracts more and more people choose the network shopping as a new pattern of consumption. E-commerce brings convenient, efficient service for consumers and brings sales, economic interests for sellers, but it also brings many ethical questions. Various moral problems in e-commerce operations worthy of our attention and consideration. We need to be on our guard. People appeal to establish the reasonable network ethics to regulate the people's activities on the Internet and ensure the healthy development of e-commerce market. Therefore, the research on the construction of the network ethic system in e-commerce becomes urgent and necessary.Under the complicated network environment, how to establish the reasonable network ethic system to ensure the e-commerce system safe and reliable is the core of this thesis. In order to solve this problem, this thesis explores and researches the ethic problems now existing in current e-commerce system, and puts forward a reasonable network ethic mode in e-commerce operations. First of all, the thesis defines the related concepts of network ethics. It generalizes the meanings, the performances and the roots of network ethics. Meanwhile, it summarizes the concepts, the influences and the present development situations of e-commerce. Secondly, this thesis expounds the situations of the network ethics in e-commerce operations. It raises a model of the network ethic problems based on the structure of the e-commerce system. It emphatically analyses the ethical questions in each level and provides corresponding cases to demonstrate. Thirdly, it discusses the construction of the network ethic system in theory which will be studied from the aspects of psychological contracts system, written contracts system, contracts supervision system and external cooperation system. It offers a reasonable network ethic mode in e-commerce operations according to the present achievements of research. Thus it provides references to the contents of the network ethic research and the strategies of the development in China. Finally, it ends with the case-analysis based on Taobao Website. The analysis verifies the research of the proposed network ethics model in e-commerce operations.This thesis regards qualitative analysis as principle. It mainly takes methods of literature analysis, model and theoretical analysis and case analysis, combining induction with deduction for analyzing problems. Based on the research on network ethic problems both at home and abroad, this paper categorizes and discusses the network ethic problems. E-commerce, the new form of trade brings these problems. Reference to the strategies and plans suggested by domestic and overseas scholars, it innovatively proposed a constructing model of the network ethic system in e-commerce operations. It provides a guiding ideology and reference recommendations for the construction of network ethics in e-commerce. Also it has the certain practical significance in promoting the healthy and orderly development of e-commerce market.