Computational Model of Agent-based Consumer Behavior Simulation

Agent-based consumer behavior simulation is a new and complicated research,in which very few Chinese scholars involve.To develop it in China,the paper has built a computational model of agent-based consumer behavior simulation through scientifically converting to computational function with the micro mechanism of consumer behavior in relation to marketing strategies.The model framework plays an important role for future model implementation and improving.The model makes use of Agent-based simulation technology.The micro Agent rule is set based on utility equations to measure the utility of the product' s marketing mix and then simulate the consumer' s consuming choice acts.In the future,the computational model need to be executed in the simulation platform and validated systematically.