Gil Herrera, Eleazar

Publication Search Results

Now showing 1 - 1 of 1

Restricted
A multiagent framework for consumer behavior and purchase intentions in electronic commerce
(2009) Gil Herrera, Eleazar; Cesaní Vázquez, Viviana I.; College of Engineering; Medina Borja, Alexandra; Carlo Colón, Héctor J.; Department of Industrial Engineering; Rivera Betancourt, Loida E.
An agent based model (ABM) to investigate the dynamics of human purchasing behavior within an online environment is presented. Based on empirical research, both extrinsic and intrinsic influencing factors such as disposition to trust, impulsive behavior, security perception and others were identi fied to describe the characteristics of a population comprised mainly of college students. Classifi cation tree analysis was used to generate the decision rules and parameters serving as input data for the model. As a result, this study demonstrates how ABM can be used to analyze consumer behavior to cope with the dynamic changes and complexities in a real-world environment. Experimental fi ndings suggest that the adaptation process to this environment is mainly based on both the increment on the level of trust in online review sites visited, along with an increment in the knowledge about the procedures and security mechanisms available for online transactions. Both factors reduce the rate of non-buyers.