The Research Of Heterogeneous Individuals' Retailing Experience Information Dissemination Simulation

In the situation of omni-channel retailing,we build an omni-channel retailing concept model based on the theory of consumer experience and consumer behavior.From the perspective of consumer experience,we take a consideration of the similarity among individuals and the individual firmness.In order to explore the trend and characteristics of information dissemination evolution,we establish an omni-channel experience information dissemination cellular automata simulation model.Based on cellular automata theory and SIR model,we build an omni-channel retailing information dissemination evolution simulation algorithm.In order to take consumers' shopping behavior into consideration,we add cells mobility and heterogeneity,which includes consumers' similarity and firmness.Thus,we divide cells' states into favors,affections,so-so,complaints and resistances according to cells heterogeneity.Using the threshold mechanism of collective behavior theory and the periodic boundary conditions,we design an individual learning mechanism with a consideration of heterogeneous behavior.Besides,the mechanism of cellular automata state updating is given.Spontaneously,we analyze the impact of the distribution density,cell mobility and structures neighborhood on information dissemination.With the use of MATLAB,we plot the trend and distribution of consumers' state in the simulation period.The trend of information dissemination evolution with different distribution density,cell mobility and structures neighborhood is given.The computer simulation results show that the distribution density,cell mobility and structures neighborhood have an influence on the trend of information dissemination evolution.The simulation results show that,after 50 simulation cycle,cell automata reaches a steady state.Besides,the speed and steady state of information dissemination evolution have a relationship with cellular heterogeneity,cellular distribution density,cellular mobility and cellular neighborhood structure.