基于Agent的网站促销下消费者行为仿真研究

被引：15

作者：

金淳

董秋

吕苗

机构：

[1] 大连理工大学系统工程研究所

来源：

系统工程理论与实践 | 2014年 / 34卷 / 04期

基金：

国家自然科学基金重大项目;

关键词：

电子商务; 网络购物; 促销策略; 消费者行为; Agent建模仿真;

D O I：

暂无

中图分类号：

F713.55 [商业心理学、市场心理学]; TP18 [人工智能理论];

学科分类号：

040203 ; 081104 ; 0812 ; 0835 ; 1405 ;

摘要：

应用Agent建模与仿真方法研究网站促销条件下的消费者购买行为特性.在分析了网络购物环境下消费者行为影响因素的基础上,建立了消费者、网站、情境行为模型.在问卷调查基础上设计了消费者的偏好规则及购买决策规则,以此构建了分析不同促销策略、促销情境的情况下不同消费者购买决策行为的Agent仿真模型,并用REPAST实现了该模型.仿真结果显示了有无促销策略对不同性别、年龄、收入、促销情境条件的消费者购买率变化情况.研究表明,该模型可通过消费者购买行为的涌现现象来分析、预测不同情境下不同促销策略的影响效果.

引用

页码：845 / 853

页数：9

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