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Updated: Jun 9, 2025
09:17
Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior
Published on: July 24, 2017
11.3K
Simulation study on collaborative shopping formation from the perspective of group structure and two-dimensional
Shulin Liang1,2, Wang Hu1,2
1Management School, Hunan City University, Yiyang, 413000, Hunan, China.
Heliyon
|October 22, 2024
Summary
Consumer group structure significantly impacts collaborative shopping success. Understanding how sponsors and sub-opinions influence group decisions is key for businesses in social commerce.
Area of Science:
- Consumer behavior research
- Social commerce dynamics
- Computational social science
Background:
- Consumers increasingly favor group communication and collaborative shopping.
- Understanding group opinion formation is crucial for businesses.
- Existing models may not fully capture collaborative shopping nuances.
Purpose of the Study:
- To construct interaction rules for consumer opinion development based on the dual-process model (DW model).
- To investigate the influence of group structure, sponsor characteristics, and sub-opinions on collaborative shopping.
- To provide theoretical support for successful collaborative shopping strategies.
Main Methods:
- Utilized the dual-process model (DW model) to frame the study.
- Developed interaction rules for opinion formation in group settings.
- Employed numerical simulations to analyze influencing factors.
Main Results:
- Consumer group structure is a critical factor for successful joint purchases.
- Sponsor characteristics can influence the development of sub-options, potentially diverging initial opinions.
- Sub-options within groups can fragment opinions within a defined range.
Conclusions:
- Group structure is vital for the success of collaborative shopping initiatives.
- Sponsors play a role in shaping diverse consumer opinions through sub-options.
- Findings offer a theoretical basis for enhancing social commerce through optimized group strategies.
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