Analysis of Interactions of Key Stakeholders on B2C e-Markets - Agent Based Modelling and Simulation Approach

Abstract

Background/purpose: This paper discusses the application of ABMS - agent-based modelling and simulation in the analysis of customer behaviour on B2C e-commerce websites as well as in the analysis of various business decisions upon the effects of on-line sales. The continuous development and dynamics in the field of e-commerce requires application of advanced decision-making tools. These tools must be able to process, in a short time period, a large amount of data generated by the e-commerce systems and enable the use of acquired data for making quality business decisions.

Keywords

• ABMS
• B2C
• e-commerce
• website
• customer behavior