Modeling and Simulation of Social E-commerce User Behavior based on Social E-commerce Simulator

User behaviors, including purchase and information sharing, are influenced by various factors, and interaction among users is significant in social e-commerce. In this paper, we develop a social e-commerce simulator based on social evolutionary game theory to evolve the information dissemination and decision process among users, linking their behaviors to the utility of relationship updates and interactions among users. User relationship strength and sharing rewards are added as influencing factors in this simulator to simulate the purchase behavior of social e-commerce users. The results show that with the increase of environmental reputation, the strength of relationships rather than sharing rewards influence user behaviors more effectively.