Agent-Based Model for the Simulation of Consumer Behavior in Different Marketing Strategies

• Main Authors: Chao-Min Liu, 劉兆敏
• Other Authors: Chien-Lung Chan
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/26980132923373678392

碩士 === 元智大學 === 資訊管理學系 === 101 === Consumer purchase decision making process is of a high interest to both researchers and sellers. Studies have shown that failure rate of new products is approximately 75% and about only a quarter of innovations are successful. Hence, in this study, we attempt to explore the relationship between the success of diffusion of innovation and consumer behavior. Furthermore, the study developed an agent-based diffusion model using NetLogo, to simulate a complicated market environment. The purpose of this study is to understand the dynamic nature of markets, and to analyze the innovation adoption rate of different marketing strategies using various personality characteristics in the model. In reality, the marketing strategy developed depends on consumer’s Innovativeness. Result indicates that consumer purchase decision making were influenced by Price Promotion, advertising marketing and the timing of enter market.