Research On Agent Simulation Model Of The Impact Of Inconsistent Online Reviews On Consumer Decision-making

The widespread popularity of online shopping platforms has led to diverse consumers starting to work on e-commerce and publishing inconsistent comments.In the previous basic research work at home and abroad,it is found that there are controversies in the research on inconsistent reviews.Some scholars believe that inconsistent reviews will lead to an increase in sales,and some scholars believe that inconsistent reviews will lead to a decrease in sales.Some scholars hold an unrelated attitude between the two.At the same time,most of the previous scholars have only qualitatively studied the impact of the relevant characteristics of review information on consumer decision-making,but few scholars have explored the dynamics of consumers' entire link from expectation,purchase,and comment.In order to explain the inconsistent reasons for the inconsistency of online comments on consumer decision-making and consider the dynamics of the entire link,this paper mainly does the following work:(1)On the theoretical basis of the impact of relevant features of review information on consumer decision-making and product attributes,a dynamic model containing the assumptions of inconsistent online reviews on consumer decision-making is established.This model describes the consumer from generating expectations to purchasing decisions,Comment,and dynamic processes that affect subsequent consumers.(2)Based on the idea of dynamic model and agent modeling,an agent simulation model of the impact of inconsistent online reviews on consumer decision-making is built,the rules of behavior for consumers,the attributes of consumer agents,online review agents,and behavior,The state changes have been designed and explained accordingly,and the code is implemented on the Repast platform.(3)Design experiments based on the simulation model and analyze the results.Three different conclusions are verified through simulation experiments of different products.The reason for the inconsistent conclusion that online reviews have on consumer decision-making in the case of inconsistent comments lies in the attributes of the product itself.The assumptions of the model and the feasibility of the model are verified.In the case of considering only the hedonic attributes,the more inconsistent the reviews,the higher the sales volume.In the case of only considering the functional attributes,the more inconsistent the reviews,the lower the sales volume.Finally,it discusses that the impact of the number of reviews on consumer decisionmaking is not infinitely positively related to the influence of expectation deviation.This article also has the following practical significance of management:First,it helps companies correctly understand the impact of inconsistent online reviews on consumers.Not all inconsistent reviews will bring negative effects,you need to consider the attributes of the product.If the product itself is a functional product,then the company needs to attach great importance to the inconsistency of the review and take appropriate measures to remedy it.You can have a higher tolerance for inconsistent comments.Second,effectively grasp the deviation of consumers' expectations,and do not try to promote purchases by buying good reviews or the number of reviews,which will lead to an increase in sales in the short term,but in the long run,sales will decline.