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中文摘要：
社会化网络的发展增加了人们在互联网上的好友资源，好友推介激励机制也具有了更多的推介对象．基于依附理论，将网络消费者进行分类，运用实验研究的方法探讨了好友推介激励机制情景下依附模式对推介双方行为模式，以及奖金分配方式公平性的影响．实验结果表明，依附回避，负向影响邀请者的出价和被邀请者的采纳；依附焦虑，正向影响邀请者的出价和被邀请者的采纳．为了达成成功的好友推介，商家应该依据消费者的依附模式设计好友推介激励机制．
英文摘要：
The purpose of this paper is to study the impact of online consumer＇ s attachment mode in referral bonus program which could expand companies＇ consumer resource by consumers＇ social relationship using so-cial networks. Based on attachment theory, the paper makes an online consumer classification, and uses ex- perimental research methods to explore the referral behaviors of proposers and responders and the fairness of the bonus division scheme which is impacted by consumers＇ attachment mode. The research results reveal that the attachment avoidance negatively impacts the bid of proposers and adoption of responders; the attachment anxiety positively impacts the bid of proposers and adoption of responders. Aiming at the success of referral bo- nus program, companies should design the referral bonus program according to consumers＇ attachment modes.
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