基于前期的文献研究与深度访谈，本研究从互联网广告流量交易现状中抽离关键变量，借助计算机仿真软件Netlogo构建了互联网广告流量欺诈的行动者模型，设计并运行六项仿真实验重点考察互联网广告流量交易的收入、成本、净收益、增长阈值、欺诈者占比、需求方起始数量六项变量对市场均衡状态的影响作用，从而展现互联网广告流量欺诈现象的产生机制。研究发现，相较于流量需求方相关的内生变量（起始数量与增长阈值），市场环境相关的外生变量（收入-成本-净收益与欺诈者占比）对市场均衡状态的影响更显著；“高利诱惑”与“欺诈容忍度”在对市场均衡状态的影响上势均力敌。此外，模型也提供了探索市场临界状态（介于全部退出与市场饱和）的方法，对互联网广告流量欺诈现象的治理也有一定的启示。

Based on the previous literature research and interviews, this study extracts fourteen key variables from the current Internet advertising traffic transactions to construct agents-based model of Internet advertising traffic with the help of computer simulation software Netlogo and focuses on the effects of six factors which include income, cost, net income, growth threshold, the proportion of fraudsters and the initial number of demanders of traffic transactions on the market equilibrium through six simulation experiments. It is found that the market environment factors, such as income, cost, net income and the proportion of fraudsters, have impact on the market equilibrium more significantly than the factors about demanders. High profit temptation and fraud tolerance are equal in the impact on market equilibrium. In addition, the model also provides a way to explore the critical state of the market (between full withdrawal and market saturation), which also provide some enlightenment on the governance of Internet advertising traffic fraud.