Simulation study on collaborative shopping formation from the perspective of group structure and two-dimensional opinion.

Group communication and collaborative shopping models are favoured by consumers, so research on group opinion has attracted the attention of businesspeople. Based on the dual-process model (DW model), interaction rules for developing consumer opinions are constructed, and the influence of factors such as group structure, sponsor characteristics, and sub-opinions on collaborative shopping is investigated via numerical simulations. The results show that the group structure of consumers is closely related to the success of the joint purchase. The sponsor influences the development of the sub-options of the group, which can split the original convergent and consistent opinions, and the sub-options of the group can split within a specific range. The conclusions can provide theoretical support for businesspeople to successfully carry out collaborative shopping and promote the vigorous development of social commerce.