软科学
軟科學
연과학
Soft Science
2013年
11期
140~144
,共null页
推荐行为 互惠性偏好 移动社会网络
推薦行為 互惠性偏好 移動社會網絡
추천행위 호혜성편호 이동사회망락
recommendation behavior; reciprocity preference; social network service
引入消费者互惠性动机来研究移动社会网络中考虑关注程度的消费者推荐行为和潜在购买者是否接受推荐的决策问题.结果表明：在一定范围内,激励移动社会网络消费者的推荐行为时,最优的价格和奖励随着互惠性弱关系增强而增大,而利润随着对潜在购买者的关注程度提高而提高；强联结关系往往增加消费者剩余,当服务提供商不对推荐行为进行奖励时,潜在购买者剩余随着使用移动服务的消费者数量递增.当消费者关注程度超越范围时,移动营销的最优方案是采取低价、赠样策略来直接激发潜在需求的实现.
引入消費者互惠性動機來研究移動社會網絡中攷慮關註程度的消費者推薦行為和潛在購買者是否接受推薦的決策問題.結果錶明：在一定範圍內,激勵移動社會網絡消費者的推薦行為時,最優的價格和獎勵隨著互惠性弱關繫增彊而增大,而利潤隨著對潛在購買者的關註程度提高而提高；彊聯結關繫往往增加消費者剩餘,噹服務提供商不對推薦行為進行獎勵時,潛在購買者剩餘隨著使用移動服務的消費者數量遞增.噹消費者關註程度超越範圍時,移動營銷的最優方案是採取低價、贈樣策略來直接激髮潛在需求的實現.
인입소비자호혜성동궤래연구이동사회망락중고필관주정도적소비자추천행위화잠재구매자시부접수추천적결책문제.결과표명：재일정범위내,격려이동사회망락소비자적추천행위시,최우적개격화장려수착호혜성약관계증강이증대,이리윤수착대잠재구매자적관주정도제고이제고；강련결관계왕왕증가소비자잉여,당복무제공상불대추천행위진행장려시,잠재구매자잉여수착사용이동복무적소비자수량체증.당소비자관주정도초월범위시,이동영소적최우방안시채취저개、증양책략래직접격발잠재수구적실현.
This paper describes a model by planting the reciprocity motivation hypothesis to study early users of mobile social network wh~ether to recommend mobile services and members whether to accept their recommended. It turned out that the greater concern tends to increase the firm profit when service providers reward recommend within a certain range, the greater the concern for others＇ outcomes, the higher price and referral bonus should be, otherwise, the optimal scheme of mobile marketing is directly inspire potential consumers by low price or sampling.
