CAJ | 학술논문

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1080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。
사회화망락적편리확대료호우재망락세계중적범위，사추개격려궤제재전자상무중득도엄범응용，추개쌍방일대일적특점사쌍방적사회관계변득우위중요。장사회거리인입상가정제적재선추개격려궤제중，차조최후통첩박혁이급사회규범화시장규범이론，이1080명대학생지원자위피시，통과실험적방법연구사회거리화장금분배방안인기적사회규범화시장규범대추개쌍방행위적영향。연구결과표명，수착추개쌍방사회거리적감소，추개발기방발송추개적경향화향응방채납추개비솔회상승，장금분배방안추우편리오오분성적공평분배방안，시장규범적작용축점감약，사회규범적작용축점증강；추개발기방경향우향친밀호우발송추개，추개향응방야경향우채납친밀호우발송래적추개。
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 ;and②Proposers tend to send referrals to close friends and responders tend to accept referrals from close friends .