Agent-based modelling and simulation in the analysis of customer behaviour on B2C e-commerce sites
Authored by Sava Cavoski, Aleksandar Markovic
Date Published: 2017
DOI: 10.1057/s41273-016-0034-9
Sponsors:
No sponsors listed
Platforms:
NetLogo
Model Documentation:
UML
Other Narrative
Flow charts
Mathematical description
Model Code URLs:
Model code not found
Abstract
paper examines the development and application of agent-based modelling
and simulation in the analysis of customer behaviour on B2C e-commerce
websites as well as in the analysis of the effects of various business
decisions regarding online sales. The methodology of the agent-based
simulation used in this paper may significantly enhance the speed and
quality of decision-making in electronic trade. The models developed for
this research aim to improve the use of practical tools for the
evaluation of the B2C online sales systems in that they allow for an
investigation into the outcomes of varied strategies in the e-commerce
site management as regards customer behaviour, website visits, scope of
sales, income earned, etc. An agent-based simulation model developed for
the needs of this research is able to track the interactions of key
subjects in online sales: site visitors-prospective consumers, sellers
with different business strategies, and suppliers.
Tags
Trust
Word-of-mouth
Decision-Making
e-commerce
technology
ABMS
Online
User acceptance
B2c
Customer behaviour