Study On Ethics Of Online Shopping Appraisal System

Electronic business has become a new momentum driving the economic development of China with skyrocketed attention in recent years. A complete ecological system of electronic business is composed of various sub-systems, among which the online shopping appraisal system occupies a major component on account that its emerging as a technical breakthrough brings about convenience to human’s life and production activities. Meanwhile it also causes unprecedented challenges to the building of legal institution, morals as well as online shopping market. Accordingly, it is fully imperative to do research of the ethics of online shopping system based on the results of previous researches.Online shopping appraisal system as a whole consists in its study, development and application, formulation of its standard and procedures and also its inspection, practically featuring in universality, diversity, interactivity, punitive and virtuality, etc. Cyber ethics regarded as an ethical norm and standard playing a role in cyber environment, characterize in combination of virtuality and reality, integration of openness and evasiveness and the conformity of self-discipline and heteronomy. The cyber ethics are closely connected to online shopping appraisal system with virtuality as the same character, that is to say, the former can regulate the ethical misbehaviors of the latter and in turn the latter expands the range of the former.On condition that the moral process fails to catch up the emerging technology, the existing moral norms will be out of order in the train of ethical misbehavior. Besides the cyber appraisal system does not survive in its evolution when these phenomena arise such as the overflowed honest promotion, rampant gray occupations, disturbed activities like refund upon favorable appraisal and the frequent revenges, resulting in dishonest, unbalance between justice and benefit, unfairness and vague limit of rightness and wrongness. When it comes to its root cause, several factors are to blame including the internal defect of online shopping system itself, the imperfection of social regime and its supervision, the changing of values of all participants involved and weak self-discipline.In order to solving the ethical dilemma of online shopping appraisal system, the action should be taken to build the ethical institution by establishing the ethical principles of honest, justice, fairness, mutual benefit and respect rather than mutual impairment. Directing at the root cause, measures ought to be taken as follows: improving the internal institution of online shopping appraisal system, establishing and refining the laws and regulations, stepping up the supervision force, accelerating the ethical study, intensifying moral education and building up “online shopping appraisal ethical committee”. Only in this way can the online appraisal system fully plays its role to boost the sound development of online shopping market.