Analysis of Customer Behaviour and Online Retailers Strategies Using the Agent-Based Simulation

  • Sava Čavoški MDS informaticki inzenjering
  • Aleksandar Markovic University of Belgrade, Faculty of Organizational Sciences


This paper discusses the application of ABMS – agent-based modelling and simulation in the analysis of customer behaviour on B2C e-commerce websites as well as in the analysis of various business decisions upon the effects of on-line sales. By linking the areas of modelling based on agents and electronic commerce, this paper addresses the new opportunities for a quality assessment of consumer behaviour and reasons explaining this behaviour in e-commerce. The interactions of agents that make up this model are sublimated in the utility function that provides the basis for decision-making in the model. The rules of behaviour and interactions, included in the model through the utility function, denote the complexity of the decision-making process which occurs in evaluation and purchase of products in the part of B2C e-commerce. The simulation model implemented in the software NetLogo enables the monitoring of all interactions between the consumers (ConsumerAgents), seller-Internet sites (SellerAgents) and advertisement agents (BannerAgents) by generating the indicators of B2C site business performance.

Author Biographies

Sava Čavoški, MDS informaticki inzenjering

Sava Cavoski has an extensive experience as a software architect. The following projects are worth mentioning: the Development of KOSTMOD 4.0 software project (it included the cooperation between Forskningsinstitutt (FFI) within the Ministry of Defence of the Kingdom of Norway, the Ministry of Defence of Serbia and the Faculty of Organisational Sciences, University of Belgrade; the Billing software for Cisco IP Telephony and the Laboratory Information System (LIS) for the biggest laboratory chain in the Republic of Serbia. He published extensively in the field of simulation and simulation modelling in domestic and international journals. His main areas of interest are the simulation models in finance, agent-based simulation models and Cloud Computing.

Aleksandar Markovic, University of Belgrade, Faculty of Organizational Sciences

Aleksandar Markovic is a Full Professor at the Faculty of Organizational Sciences, University of Belgrade, Serbia, where he acquired his MSc and PhD degrees in the field of Computer Simulation. He is currently the Vice-Dean for finance and organisation. Areas of his research include: Computer Simulation, Simulation for Business Decision Making, Business Dyinamics and e-Business Management. Since 2009 he has been the editorin- chief of the International Journal “Management”.

How to Cite
Čavoški, S., & Markovic, A. (2015). Analysis of Customer Behaviour and Online Retailers Strategies Using the Agent-Based Simulation. Management:Journal Of Sustainable Business And Management Solutions In Emerging Economies, 20(77), 13-24. Retrieved from