Research On The Influence Of Network Public Opinion On Consumption Choice Under The Multi-agent Behavior Of Supply Chain

Supply chain is a system composed of suppliers,manufacturers,distributors,retailers and consumers.Its operation efficiency depends on the behavior and mutual cooperation of multiple agents in the supply chain.In the modern supply chain,with the rapid development of big data technology,network public opinion is playing a greater role day by day,affecting the behavior and cooperation of all subjects in the supply chain,and consumers,as the final node of the supply chain,are directly affected by network public opinion.Based on the research background of "multi-agent supply chain" and "consumer" as the research object,this paper explores the influence of network public opinion on consumer consumption choice by using theories such as supply chain,network public opinion and consumer behavior,and by using methods such as data mining,structural equation model and support vector machine,and puts forward countermeasures and Suggestions.Taking "comments on mobile phone products in jingdong mall" as an example,this paper USES data mining theory and method to extract the characteristic information of online public opinions by using web crawlers,and obtains that product comments have active influence on consumption choices,which is the premise of the follow-up research.According to the hypothesis and literature,the research object is divided into three dimensions: consumer behavior,business behavior and public opinion environmental behavior.On this basis,the questionnaire is designed and recycled,and the structural equation model is built to obtain the influence mechanism of network public opinion on consumption choice behavior.By using support vector machine(SVM),this paper makes an in-depth analysis of the mechanism by which online public opinion affects consumer's consumption choice,and proves that online public opinion has a significant influence on consumer's consumption choice behavior.To sum up,this paper demonstrates the influence of network public opinion on consumer choice under the multi-agent behavior of supply chain.In the current booming e-commerce,it will have a positive impact on consumer choice and ultimately promote the sustainable development of China's economy.