Simulation Study on Opinion Evolution of Collaborative Shopping

Abstract

DW model is improved based on the unique characters of group consumption. At first, using social experiment, we determine the categories and attributes of agents, and then based on the DW model, participants’ interaction rules are established. Finally, a mass of numerical simulation experiments show that in the form of collaborative online shopping, merchants can reverse opinions, who could persuade consumers with negative attitudes, changing opinions, and supporting collaborative online shopping, and the level of characteristics is closely related to the number of consumers changing opinions; opinion leaders can differentiate group opinions, neither accelerating effect nor destructive effect; the characteristics level of individual consumers has close relation with positive group polarization effect; when an individual consumer has high conformity or trust propensity, the opinions of some customers with supporting collaborative online shopping will be strengthened, they accept collaborative online shopping more. In addition, for group interaction of collaborative online shopping context, there is no negative group polarization effect.