Abstract: Based on the research of social commerce and customer value, and considering the characteristics of “social + e-commerce”, the customer behavior stage is summarized The socialized business customer value evaluation system is constructed based on RFM model and network public praise evaluation indicators Taking the social business environment variables as the research object, considering the influence of customer personality traits, designing the questionnaire, and using SPSS statistical analysis and structural equation model, the relationship among the influencing factors and customers behavior probability in the evolution of customer value are obtained In this way, the agent-based evolution model of social business customer value is constructed and simulated The experimental results show that the evolution of customer value of the social business platform has obvious phased characteristics The evolution of customer value is closely related to his personality traits Enterprises should adopt different customer value management strategies for different types of customers to reduce management costs

Key words: social business, customer value, questionnaire, multi-agent simulation