关键词: Repast, 多Agent仿真, 口头传播, 品牌扩散, 有限理性行为规则

Abstract: Multi-Agent simulation is an effective means to research the influence of word-of-mouth communication in competitive markets.This paper starts with the building of a basic word-of-mouth model.Based on the introduction of different economic parameters and hypotheses，a simulation research of the influence of word-of-mouth communication is made between consumers on brand diffusion in a two competing brand fixed-scale market.The result shows that the structure of the communication process，i.e. number of samples for each consumer，initial market shares，initial payoff，external factor etc. determines whether all consumers end up making identical choices.

Key words: Repast, multi-agent simulation, word-of-mouth, brand diffusion, boundedly rational behavior rules