基于Agent的网站促销下消费者行为仿真研究

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.

Agent-based simulation for consumer behavior under website promotion

An agent-based modeling and simulation method on the consumer's purchasing behaviors under the website promotions are proposed. A consumer model, website model and context model were built based on the analysis on the factors influencing the consumer behaviors. Based on a questionnaire survey, consumer preference rules and purchase decision rules were designed. An agent-based simulation model was developed to analyze the consumer purchase decisions under different promotion strategies and context and this model was implemented under REPAST simulation environment. The changes of buying rate of different sexes, ages, incomes and contexts under different promotion strategies were analyzed with the simulation model. The results show that the proposed model can analyze and predict the effects of different promotion strategies by the emergence of consumer purchasing behaviors.