The Study Of Consumer Purchasing Decisions Affected By Social Networks

Every day consumers surrounded by overwhelming advertising, but consumers tend to their relatives, friends, colleagues and other acquaintances for help compared to advertising. According to the research, there is over 90% of consumers trust in the form recommended by acquaintance. With the development of the internet social network, it make people to connect others more closely, and more and more consumers like share information with there acquaintances, it gives a good opportunity for products providing.After reading a lot of literatures about information dissemination on social networks and consumer decision-making and social networks, the author found although there are many study about social networks, most regarded consumers as "homogeneity". But actuality consumers have "heterogeneity" characteristics obviously because their differences between gender, income, personality, education and other factors. Therefore, this article is based on consumers "heterogeneity" considerations, combined with theory of multi-agent modeling with social networks theory, study the consumer purchasing decision-making affected by social networks.First this paper made a literature review about social networks for information dissemination, social networks and consumer decision-making. After understand the dynamics of social networks research methods and results, it decided that using infectious disease model to study consumer purchasing decisions. Then, it established the model of information dissemination based on the social networks, through the establishment of multi-agent network simulation model, it analyzed the impact properties and community structure. Finally, it explored and analyzed the applications in management practices, summarized research findings and pointed out the limitations and future research directions.The main innovation of this paper is the introduction of multi-agent modeling method to study consumer purchasing decision-making which affected by social networks. It discussed and dynamically simulated a real world phenomenon of the emergence of a large number of consumer decision-making and evolution.