Abstract
Agent-based modeling is a powerful method for studying user's behaviors in online social networks. Agent uses its value system to estimate the value of its behavior. A good value system model for agent can make the agent more intelligence and hence facilitate the development of intelligence system. However, the issue of modeling agent's value system is not properly studied yet. In this paper, we propose a mathematical value system model for estimating the value of agent's behavior in online social network. We use three evaluation dimensions as the universal equivalents for behaviors, and propose a weight function mechanism to estimate each dimension's weight. We show the potential usage of our model by applying it to the case of online word-of-mouth advertising.
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