Anja Soboll, München: Multiagentensysteme zur Simulation von Erlebniseinkauf und Gastronomiebesuch. Implementierung, Anwendung und Reflexion einer innovativen Methode zur Untersuchung konsumorientierter Freizeitaktivitäten

Multi-agent systems for simulating shopping and restaurant experiences

Implementation, application and critical analysis of an innovative method for studying consumer-oriented leisure activities

The ‘hybrid consumer’ requires new methods of analysing individual consumer behaviour. This paper aims to improve the understanding of consumer shopping behaviour by applying the bottom-up approach of multi-agent simulation. The implementation and application of an agent-based micro model is described and analysed. The model was designed using data relating to visitor behaviour in the Regensburg city centre and corresponding data for the retail and catering sectors. In the area under investigation, individual retail shop and restaurant visits on one specific day were simulated within the context of the preferences and attributes on both the demand and supply sides. In order to validate the performance of this quality-oriented model, the simulation results were compared to data collected in the course of a sensitivity analysis. To detect emergent structures, the simulation results are evaluated for spatial and structural purposes. The behaviour of the simulated consumers corresponds largely to that of the respondents. In practice, models like the one presented here can be applied to optimise location decisions in multifunctional city centres or shopping centres

context but which does not yet point to a paradigm shift.

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