Abstract:

Traditional opinion dynamics models focus on opinion evolution on grid or complex network However, grid and complex network cannot appropriately characterize the online review structure, which hinders research on opinion dynamics models in the fields such as e-business in which online review function plays an important role in online communication Hence, an opinion dynamics model for online review is developed based on traditional models and tested to identify its properties by MAS Besides, this model is also adjusted for research in Taobao and verified with actual data collected from Taobao Methodology to apply this model in e-business research is also discussed

Key words: opinion dynamics, online review, Deffuant model, Krause-Hegselmann model, multi-agent simulation