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Management - časopis za teoriju i praksu menadžmenta
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Analysis of customer behaviour and online retailers strategies using the agent-based simulation
(naslov ne postoji na srpskom)
aMDS Informatički inženjering, Beograd
bUniverzitet u Beogradu, Fakultet organizacionih nauka

e-adresascavoski@mds.rs, aleksandar.markovic@fon.bg.ac.rs
Ključne reči: ABMS; B2C; e-commerce; website; customer behavior; online retailers
Sažetak
(ne postoji na srpskom)
This paper discusses the application of ABMS - agent-based modelling and simulation in the analysis of customer behaviour on B2C e-commerce websites as well as in the analysis of various business decisions upon the effects of on-line sales. By linking the areas of modelling based on agents and electronic commerce, this paper addresses the new opportunities for a quality assessment of consumer behaviour and reasons explaining this behaviour in e-commerce. The interactions of agents that make up this model are sublimated in the utility function that provides the basis for decision-making in the model. The rules of behaviour and interactions, included in the model through the utility function, denote the complexity of the decision-making process which occurs in evaluation and purchase of products in the part of B2C e-commerce. The simulation model implemented in the software NetLogo enables the monitoring of all interactions between the consumers (Consumer Agents), seller-Internet sites (Seller Agents) and advertisement agents (Banner Agents) by generating the indicators of B2C site business performance.

O članku

jezik rada: engleski
vrsta rada: neklasifikovan
DOI: 10.7595/management.fon.2015.0031
objavljen u SCIndeksu: 05.03.2016.

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