МОДЕЛЮВАННЯ ДІЯЛЬНОСТІ СУБ’ЄКТІВ ЕЛЕКТРОННОГО БІЗНЕСУ НА ОСНОВІ СКЛАДНОЇ ЙМОВІРНІСНОЇ МОДЕЛІ

Анотація

The article deals with the situation of e-commerce and e-business in the conditions of modern economy of Ukraine. The relevance of this study is especially high today, because the success of electronic business depends primarily on the introduction of innovative projects based on the economic and mathematical modeling of the subjects of electronic business. The use of theprobabilistic model for modeling the activity of the subject of electronic business is proposed to simulate the model of S. Patel and A. Schlizher, which is based on a simple probabilistic model and takes into account some psychological effects of consumer behavior when choosing goods in the market. In this model, the following effects are considered: the effect of minimizing damage, the effect of assessing the importance of qualities and properties, the effect of minimizing the distance to the average commodity. The research is based on the study of the work of scientists-economists, on the synthesis and complex analysis of domestic and foreign studies of consumer behavior in the context of e-commerce. Among the methods used in the study can be distinguished such as observation, analysis and synthesis, the method of modeling. In determining the probability of selecting a platform in this model, the utility function is used. Based on the probability transition matrix, a consumer choice model was developed between two e-commerce platforms. The use of this model for the companies' choice of platforms for the implementation of their activities, as well as for the evaluation of the activity of the Internet platforms in general, is proposed. The results of modeling are the forecast distribution of market share between competitors. During the research the following tasks were fulfilled: the state of the e-commerce market in Ukraine was studied; the behavior of the subject of e-business has been explored; statistical information has been collected and processed in relation to the research object; the model of behavior of Internet consumers with the help of the chosen model was constructed.

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