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

摘要： 基于多Agent的建模仿真方法是研究竞争性市场消费者之间口头传播效应的有效手段。从一个基本的口头传播模型的构建着手，通过引入代表不同经济意义的基本参数和假设条件，在Repast仿真平台下对两品牌、规模不变市场中消费者口头传播影响品牌扩散进行了仿真研究。研究结论表明，口头传播模型的结构参数（参考其他消费者数量、品牌初始市场份额、初始效用、外界影响因素等等）是决定所有消费者是否最终都会选择同一品牌的关键因素。

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