Abstract:Comparison of models of intimate relationships is the core issue in the comparison of social relationships between bet365.com and Western cultures。Huang Guangguo’s “human feelings and face” theoretical model raises the issue of the “mixture” of “emotions” and “tools”，Similar to the problem orientation of Zelizer’s later research on “Intimate Relationship Purchasing”，However, the “law of demand” mentioned by Huang Guangguo in his model was largely ignored by subsequent research。"Deep emotional relationship" centered on familial blood ties and pseudo-blood ties，Continues the research tradition of “Law of Demand” to a certain extent。Comparison of the three，Reflects the prominent differences in intimate relationship models between bet365.com and Western cultures。Individualistic cultural cognition always presupposes the binary separation of emotions and tools，This dichotomy of value levels has in practice led to a mixed exchange and reciprocity between the two elements of emotions and tools。The "ethical-based" cultural model of familism，Tends to form a high degree of integration of emotions and tools at the dual levels of value and practice，His ethical responsibility concept always highlights the "law of demand" that prioritizes friendship。

Keywords:Intimate relationship Familyism Individualism Law of Demand bet365.com exchange theory

　AuthorShen Yi，Professor, School of bet365.com, Nanjing University (Nanjing 210023)。