为了更好地探究消费者保守行为模式,发掘市场中隐含的内在机制,使用了基于多主体的模型来模拟虚拟市场中的消费者行为.通过创建大量受到动机函数驱使,并且能够交互的主体,从而来模拟市场中人们的购买决策行为,了解人们的购买决策受到哪些因素的影响.同时在主体模型的基础上,构建了抽象社会关系网络.随着市场的发展,与之对应的底层网络结构也会随之演化.由此涌现出的一些宏观群体特性,也从不同的角度合理解释了"诱饵效应"和"锁定效应"这样的消费者行为模式.证实了不同阶层的消费者消费行为模式会有所不同.%In order to better explore the conservative behaviour of the consumers, discover inherent and internal mechanism in the market,in this paper we use multi-agent model to simulate the behaviour of consumers in virtual market. By creating a lot of interactive Agents with different characteristics and the same motivation function, the model simulates the purchasing decision behaviour in market and reveals the influence factors of their purchasing decision. Based on this model, we construct an abstract social relationship network on the basis of Agent model. The structure of the corresponding network at first floor will evolve along with the development of the market. The characteristic of macro population emerged from the network gives reasonable explanation from different prospect to such consumers' behaviour patterns of decoy effect and lock-in effect. And the results prove that the behaviour pattern varies from consumer to consumer of different ranks.
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