Research on the Construction and Simulation of Network Embedded Consumer Decision Model Based on Perceived Value

Purpose/Significance In the consumption system, the consumer-product relationship and consumer-consumer relationship basically determine the consumer's decision-making behavior. Therefore, when studying consumer decision-making behavior, consumers should be "embedded" into the consumer-consumer relationship network. Moreover, the value demands of consumers who are "embedded" in the decision-making network are multi-dimensional and cannot be reflected by a single decision-making model. Design/Methodology Therefore, this paper introduces multi-dimensional perceived value theory and consumer network to evolve the consumer's decision-making problem into a multi-objective planning problem that reflects the "embedding" of the network and the optimization of multi-dimensional value goals. A goal planning function that reflects consumers' decision rules is designed, and the evolution law of consumers' consumption behavior in different market situations is simulated. Findings/Conclusion The simulation results show that different attributes of products, multi-dimensional perceived value of different priorities, initial group size, network structure, etc. will significantly affect consumers' decision-making results. Therefore, when designing and implementing marketing strategies, companies should focus on product attribute design, selection of marketing groups with different network structure characteristics, and different priority surveys in various dimensions of target group perceived value.