As a new value-added online business model in the field of e-commerce, understanding consumer behaviour in the interactive social e-commerce environment provides new opportunities for businesses to develop marketing strategies to increase profits. Aiming at the bounded rational behaviour of participants in social e-commerce, an evolutionary game model is constructed, this paper analyses the behaviour interaction and strategy selection mechanism between merchant’s choice of opinion leader, product recommendation and consumer’s purchase decision by evolutionary game theory, and further discusses it with numerical simulation. The results show that the bigger or smaller the proportion of the transaction, the smaller the recommendation cost and the bigger the psychological effect of the consumer, the faster the players reach the equilibrium. 

Xiaomeng Huang, Yunfu Huo. Research on Decision-Making Behavior of Social E-Commerce Marketing Subject. International Journal of Frontiers in Sociology (2021), Vol. 3, Issue 15: 152-158. https://doi.org/10.25236/IJFS.2021.031519.

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