中文摘要：

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.

英文摘要：

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.