Abstract: In view of the current situation of e-commerce merchants' word-of-mouth marketing focusing on positive feedback and photo-presented gifts, this paper studied the influence mechanism of merchants' induced comments on consumers' online shopping behavior, and provided reference for the regulation policies of e-commerce platforms. Based on the bilateral market theory and complex system theory, an e-business consumption system involving e-commerce platforms, merchants and consumers was constructed. On this basis, a computing experimental model was designed, and consumer audiences were divided into three types according to shopping comment habit. The influence of platform policy, merchant induced behavior and consumer interaction on the consumers shopping comment behavior were analyzed.

Key words: Inductive comment, Consumer online shopping comment, Computational experiment, Word-of-mouth marketing, E-commerce