Analysis of Customer Behaviour and Online Retailers Strategies Using the Agent-Based Simulation
Year: 2015
Type: article
Abstract: Consumer behaviour modelThe study of the consumer population, their habits and behaviour serves as basis for the B2C electronic commerce analysis.This analysis is of vital importance for B2C shareholders and managers, marketers, sales people, but also for the consumers themselves.The consumer analysis is meant to analyse the consumers' needs -what, why and how they purchase.Consumer behaviour can be described as a set of activities prospective customers undertake in searching, selecting, valuing, assessing, supplying and using of prod-This paper discusses the application of ABMS -agent-based modelling and simulation in the analysis of customer behaviour on B2C e-commerce websites as well as in the analysis of various business decisions upon the effects of on-line sales.By linking the areas of modelling based on agents and electronic commerce, this paper addresses the new opportunities for a quality assessment of consumer behaviour and reasons explaining this behaviour in e-commerce.The interactions of agents that make up this model are sublimated in the utility function that provides the basis for decision-making in the model.The rules of behaviour and interactions, included in the model through the utility function, denote the complexity of the decision-making process which occurs in evaluation and purchase of products in the part of B2C e-commerce.The simulation model implemented in the software NetLogo enables the monitoring of all interactions between the consumers (ConsumerAgents), seller-Internet sites (SellerAgents) and advertisement agents (BannerAgents) by generating the indicators of B2C site business performance.
Authors: Sava Cavoski, Aleksandar Markovic
Institution: University of Belgrade
Language: English
Subfield: Artificial Intelligence
Field: Computer Science
Domain: Physical Sciences
Open Access status: diamond
OpenAlex ID: W2593437604