文中以网络营销道德失范问题对消费者、商家和社会造成的负面影响为研究对象，在进行了网络营销过程阶段划分的基础上，全面分析网络营销的各阶段中可能出现的道德失范行为，构建一套完整的网络营销道德评价体系，根据实证研究结果发现影响网络营销道德失范的关键要素，提出加强网络营销道德建设的对策和建议。研究结果显示，网站信息真实性是形成网络营销道德失范行为的关键要素；物流服务真实性、售后评价真实性是形成网络营销道德失范行为的主要因素；因此网络营销道德建设需要从树立正确积极的诚信营销观念，可靠的信息系统和电子平台建设，相关法律法规政策的完善等方面进行。%A study was made of the negative impact of network marketing anomie behaviors on consumers ,merchants and society .Based on the division of the netw ork marketing stages ,the netw ork marketing anomie behaviors at each stage was analyzed .And then the network marketing moral evaluation index system was built ,its empirical study reveals the key factors influencing the network marketing anomie behaviors ,and suggests ,the countermeasures to strengthen the network marketing . The result indicates that the authenticity of the website information is a key factor for network marketing immoralities ,and the authenticity of logistics services and the customer service evaluation is the major factor .So the network marketing ethics construction need the positive concept of honest marketing ,a reliable information system and an electronic platform and perfect relevant law s ,regulations and policies .
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