Information Diffusion Rearch In Consumers Purchasing Decision Based On Field Theroy

Consumer purchase decision is a process of information processing, during this procedure, overload information and options makes consumer feel lower satisfaction to their decision-making. In order to make the optimal decision, consumers must obtain higher quality information to make choice. Because higher reliability information from others have great significant in the final decision to customer, the interpersonal information diffusion plays an important role in this procedure. As a large number of factors that affect diffusion process and the heterogeneity of consumers, making the information diffusion process isn’t nonrandom but following some conditions and rules. So this paper focuses on the information diffusion problems in the consumer purchasing decision, analyzes this process by modeling and simulating.Abstracting three-dimensional coordinate from the influence factors in information diffusion among customers and constructs the information diffusion field. Researching the human network with small world network and solving two basic problems in customer’decision-making process: one is what the conditions that make the information diffusion operated are; another is what the rules of information diffusion process are. Then, describing and studying the process of information diffusion in customers’ decision-making process. We set the consumers acceptance of information as running parameter to simulate the diffusion process in human network. Programming this process with the Matlab software and analysis the results, we can get that the information diffusion field could describe the information diffusion process suitably. And then, constructing a virtual world which composed by consumers with the help of the theory of social science computation. Every customers has their own behavioral rules, through the individuals behavior could emerge the group’s behavioral characteristic. Simulating the different situations by setting and adjusting the parameters, then compare and discuss the experimental results and contract the reality situation to explain the consequence.The main conclusion is included the following content. If consumers have higher acceptance level of information, the effect of diffusion is better. In the initial stage of information diffusion, information could transmit to most people with faster speed when the number of sources customers is more and distribution is discrete. Consumers with similar attributes and characteristics also can get better spread effect of information. When the information content is simple, the potential difference of information so small that could meet the condition of diffusion process happened. The more relationships between customers in human network, the more number of individuals could accept the information and obtain more knowledge. Compare to other social network, the small world network is suitable to study the information diffusion and correspond with the actual world. Through summarize and extend the above conclusion, we provide some marketing advices for enterprise in disseminating information in the end of the paper.