中文摘要：

网络商家的营销道德是影响虚拟市场运行效率的重要因素之一。据此，通过问卷调查，构建了一个中国本土文化环境下的B2C网站营销道德评价模型。数据分析发现，交易结果的可靠性、交易过程的安全性、促销的诚信性、竞争的公平性和广告的适度性5个因子显著影响着在线消费者对B2C网站营销道德的评价。

英文摘要：

Marketing ethics of online enterprises is one of the important factors that impact the efficiency of the syber-market. An appraisal model for marketing-ethics quality of online dealers is established by a questionnaire survey. Data shows that five factors determine the appraisal of online consumers to the online B2C dealers. They are the reliability of transaction, the security of transaction, the integrity of sale, fairness of competition and the appropriate of advertisement. The results provide online enterprises with empirical reference to improve their marketing ethics.