| With the rapid development of IT technology and the speed universal internationalnetwork, electronic trading and other related services to e-commerce based developedrapidly. E-commerce trade not only to people’s lives has brought great convenience, andsubtly changing every aspect of social life, but also for enterprises to provide a newimpetus to the development, has brought unprecedented opportunities. Currently, theconcept of e-commerce has been a household name, a great potential to replace thetraditional business model, particularly the business to the customer (called B2C) form.However, due to the development of Chinese e-commerce environment is still notmature enough, coupled with its unique characteristic. China’s B2C e-commerceinevitably appeared some problems, most of these problems involving ethics field. Inthe vigorous development of e-commerce era, study of B2C e-commerce ethicalproblems and their causes, and puts forward some targeted solutions, has extremelyimportant theoretical and practical significance.This paper discuss based on the reality of B2C e-commerce developmentbackground, from the perspective of ethics. Firstly, explain the concepts this paperinvolved, put forward the necessity of B2C e-commerce ethics research: the maintrading transaction process more difficult to achieve a just and equitable, so the B2Cmoral construction is more urgent. Secondly, analysis the China’s B2C e-commerceexisting prominent ethical issues: lack of integrity, technical moral hazard problem, tortflooding problems, etc. The cause of the problem is attributed to both the subjective andobjective aspects. Finally, to further regulate the growth of B2C e-commerce’s ethicalculture environment, this paper elucidates the subject of e-commerce transactionsshould abide by the fundamental ethical principles and moral activity scale. Put forwardto perfect the electronic commerce laws, regulations and policies, build the networktechnology moral risk prevention system, establish a sound social credit managementsystem. This paper discusses the ethical problems in the existing B2C e-commerce and itscauses, and proposes the corresponding solution. On the one hand, it allows us to see thedevelopment of e-commerce has brought opportunities and ethical challenges, improveself-discipline, reducing social transformation brought about enormous changes acrossthe development impact of morality, to create a good moral B2C e-commerceenvironment. On the other hand, it is beneficial to the development of the discipline ofeconomic ethics, enrich the theory of electronic commerce, promote the development ofelectronic business ethics research. |
