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IIBassAgentsheetsBasslogitIIIAgentAgentZEUSIVAbstractThepaperfocusesontheconsumer'sperceivedutilityandthetheoryofreasonnedaction,andresearchhasbeendoneontheconsumerbehaviorintheelectronicbusinessenvironment.Firstly,basedonFishbein'sattitudeintentiontheory,afterthehiddencostanddemandcharacteristicsoftheconsumershavingbeenanalyzed,combinedwiththetechnologyadoptionmodelandinnovationdiffusiontheory,ithasbeentakenintoaccountthattheconsumersperceivedrisks,perceivedusefulnessandperceivedeaseofusehaveeffectontheconsumersattitude.What’smore,personalinnovationdoesnotonlyinfluencetheconsumersintentionbutalsoinfluencestheconsumersintentionbywayofconsumersattitude,ahypothesizedmodelhasbeensetupwhichisfromattitudetointentionandintentionisrelatedtodecision.Afterreliabilityanalysisandhypothesistesthavingbeentested,theconsumerbehaviorattitudemodelinthee-commerceenvironmenthasbeenestablished.TheninthelightofthemostfamousBassdiffusionmodel,afterhavingbeendiscussedabouttheinfluencefactorsofconsumerinnovationbehaviordiffusioninthee-commerceenvironment,basedontheBassmodelrestrictionandapplication,accordingtothediffusioncharacteristicsintheelectroniccommerceenvironment,aftertherationalsupposeoftheconsumerinnovationdiffusionbehaviorhavingbeenmade,threetypesofconsumersoriginatedfromconsumersattitudecharacteristicshaveappeared:innovations,imitationsandlaggards.Thesimulationstructureandprocedureofthediffusionbehaviorofconsumershasbeendesignedbasedonthreedifferentattitudecharacteristicsbecausethreetypesofconsumersareinfluencedbythemedia,theproductsorservicespriceandpeoplearoundconsumersdifferently.Theconsumerinnovationdiffusionbehaviorinthee-commerceenvironmenthasbeensimulatedbymeansofthesimulationsoftwareofAgentsheets.OwingtotheBassmodelonlyaimstoonesingleproductdiffusionandmanagement,andthenthechoicemodelofmulti-generationproducthasbeensetupinthelightofVmulti-generationproductdiffusionandanindividualconsumer,combinedwiththeproductsubstitutemodeloftechnologicalproductsandtherepeatedpurchasemodel,consumerselectionbehaviorhasbeenstudiedinthelightofthesubstitutionofmulti-generationproductsandrepeatedpurchase.Accordingtothecharacteristicofthetechnologyproductandthebehavioreconomicssupposeoftheboundedrationalconsumers,ithasbeensetupaboutthelogitmodelofconsumerschoiceprobability.Becauseofthewideapplicationofthepersonalcomputer,personalcomputerisregardedasarepresentativeofthemulti-generationproductsandaquestionnairehasbeendesigned.Thecollecteddatahasbeentakentoexaminethefitdegreeofthemodelandtheestimationofthemodelparameter.Ithasbeentakenanexampleforanindividualconsumerwhowillbuythepersonalcomputerrepeatedly,andtherepeatedpurchaseprobabilityofpersonalcomputerinthemarketsavailable.What’smore,theresultofthemodelhasbeenanalyzedandexplained.Preferenceconflictsappearswhenfacedwiththeselectionofproductsandservices.Afterthepreferenceconflictoftheconsumershavingbeenanalyzedinthee-commerceenvironment,andtheexistingpossibleerrortothepreferenceconflictmodelhasbeendiscussed.Accordingtothesupposeoftheconsumerspreferences,ithasbeensetupamodelbasedontherankdependentexpectedutilitytheorytoreducemodelerrorthatisaboutconsumer'spreferenceconflictinthelimitedresourceandrestrictedconditions.Bymeansofthedatawhichhasbeenacquiredontheconditionthatconsumersmakedecisionsindifferentscalesandprobabilityinthecourseofanonlineinvestigation,ithasbeenestimatedaboutthepreferenceparameterofthemodelandithasbeenputforwardthatthemethodhasbeenadoptedtominimizetheparameterestimationerror.Andstillthenintegrationtheconsumerbehaviorresearchresultsofmarketingresearch,sociology,psychologywitheconomicssynthetically,consumerbehaviorqualitativesimulationhasbeenstudied.Inpsychology’sopinion,consumerbehavioristhatcognitioncausesthebrandcomparisonandpurchasedecision.Insociology’sopinion,consumerbehaviorisanactivitywhichisrelatedtosocialnetworks.Ineconomicsopinion,consumerbehavioriswhollyrelationalorboundedrelationalbasedonthecomparisonthepriceandinformationsearchcost.Aftertheanalysisofe-commerceconsumerbehaviorVIcharacteristicsintheelectroniccommerceenvironment,integratedtheconsumerbehavioreffortswithdifferentfieldsandcombinedthequalitativesimulationtheorywiththequantitativeprocesssimulationtheory,accordingtothedifferentattitudecharacteristicsofconsumerswhoareinnovations,imitationsandlaggards,thecorrespondingsimulationdecisionrulehasbeendesigned,andthequalitativesimulationsystemhasbeenestablishedthatisabouttheconsumerbehaviorinthee-commerceenvironment.Finally,basedonthedifferentconsumerdemandcharacteristicsinthedifferentlifecycleoftheconsumersinthee-commerceenvironment,accordingtotheconsumerdifferentpreferenceandconsumerdemandwhichisregardedasthedirection,consumerdemandproxysystemhasbeenestablishedbasedonAgents.Ithasbeenadoptedinthesystemabouttheinformationfiltertechnologymixedwiththeconsumerprofiling,non-linearregressionnegotiationstrategyandthecomparativetacticsofneighborsuggestionandtherecommendationmethodbasedonthresholdvalueofutility.Ithasbeendesignedabouttheworkflowofdemandproxyagentw