在线推介激励中推介双方社会距离对其行为的影响

Impacts of Social Distance between Two Parties on Their Behaviors in the Context of Online Referral Incentive

社会化网络的便利扩大了好友在网络世界中的范围,使推介激励机制在电子商务中得到广泛应用,推介双方一对一的特点使双方的社会关系变得尤为重要。将社会距离引入商家定制的在线推介激励机制中,借助最后通牒博弈以及社会规范和市场规范理论,以1 080名大学生志愿者为被试,通过实验的方法研究社会距离和奖金分配方案引起的社会规范和市场规范对推介双方行为的影响。研究结果表明,随着推介双方社会距离的减小,推介发起方发送推介的倾向和响应方采纳推介比率会上升,奖金分配方案趋于偏离五五分成的公平分配方案,市场规范的作用逐渐减弱,社会规范的作用逐渐增强;推介发起方倾向于向亲密好友发送推介,推介响应方也倾向于采纳亲密好友发送来的推介。

The convenience of social network extends the range of friends online, which makes online referral incentive mecha- nisms increasingly applied in e-business. Because of the one-on-one trait of referral, the social relationship between proposers and responders is particularly crucial. We introduce the concept of social distance into online referral incentive mechanisms de- signed by firms. With theories of ultimatum game, social norms and market norms, the study takes 1080 college student volun- teers as subjects to explore impacts of social distance and distribution bonus scheme on the behaviors of proposers and responders through social and market norms, by using experiment methods. The results reveal that ：①with the decrease of social distance, the proportion of both proposers making referral tendencies and responders adoption increases, distribution bonus scheme deviates from 50 -50 fair distribution scheme, and the impact of social norms increase while the impacts of market norms decrease; and ②Proposers tend to send referrals to close friends and responders tend to accept referrals from close friends.