消费行为视角的企业产品市场规模影响因素分析——基于Multi-Agent模型的探索

本文通过设计包含产品社会价值、受参照群影响程度和使用价值三个因子的个体消费决策函数,构建基于多主体系统理论的市场演化模型。模拟结果显示,非投资型炫耀品最终市场规模主要受产品初始规模影响;产品初始分布和初始规模都将影响一般性消费品的最终市场规模;产品初始规模与产品使用价值间存在替代效应;消费者受参照群的影响程度与企业生存所需提供的最低使用价值负相关。

The paper designs individual consumption decision functions containing socialvalue, impacts of reference group and use value, and establishes a market evolutionary model based on the theory of multi -agent system. The results show that the initial market share affects the non - investment luxury＇ s final market share; the initial distribution and the initial market share of products may affect the final market share of general consumer goods; there is a substitution effect between the initial market share and the use value; and the impacts of consumers by reference group are negatively correlated with the minimum use value necessary for the survival of businesses.