关键词: 产品设计, SoC问题, 用户产生内容, 社交网络, 多智能体建模, 仿真

Abstract: The impact of User-Generated Contents (UGC) and social network on firms' product design decisions was researched.Based on Zhihu knowledge-sharing platform in China,UGCs under the discussion topic of “iPhone” was collected,consumer preferences were extracted and a real-data based product attribute model was established.On the basis of data analysis,a social relationship network of the platform users under the propagation of the discussed topic was constructed,and the consumers' utility into individual perception and the social contagion was characterized.We further A multi-agent methodology was developed to find the optimal product design decisions with the objective to maximize the market share of the product.The simulation model showed that the existence of social network effect could effectively influence the product design decisions.The scenario analysis with respect to the varied number of user-concerned attributes was conducted,and the number of levels for specified attributes was varied.Our results generated rich managerial insights for firms' product design Share-of-Choices (SoC) problem.

Key words: product design, share-of-choice problem, user-generated content, social network, multi-agent based modeling, simulation