The incentive mechanism of recommendation behavior in the mobile social network

The recommendation behavior from the consumer to potential consumer is one of the effective ways, which even affect the sound development of mobile commerce industry. In this paper, we construct a decision-making model of recommendation behavior to compare the behavioral choices under rationality and reciprocity, and also analyze the influence of reciprocity preference and referral reward program on recommendation behavior and the incentive effect. The results indicate that the effect of reciprocity on the level of effort about recommendation is not absolutely positive, and it may come into being negative effect. Given the reciprocal preference of the agent, the more important for improving effort-rate is to increase the reciprocity parameter, and to improve the assessment of kindness term that potential consumer response to consumer.