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For e-commerce websites collective actions have significant influence on the behaviors and decisions of individual customers. In this work, we propose a dynamic utility model for customers in e-commerce by considering a "social choice force" (SCF) effect on utility functions of agents. We apply the Artificial societies, Computational experiments, and Parallel execution (ACP) approach to investigate the short-term efforts of collective action manipulation. Experimental results show that thedoi:10.3182/20140824-6-za-1003.01151 fatcat:ns2huvwgmnh63plndye5gautim