| Summary: | 碩士 === 國立彰化師範大學 === 資訊管理學系所 === 95 === B2C e-commerce is becoming more widespread as more people come to recognize its convenience and its ability to offer a quick response to requests and as more products/services become available. As this adoption spreads, the impetus for employing intelligent agents increases in order to enhance and improve the trading experience. However, many electronic marketplaces, especially in the business-to-consumer, are in essence some kind of search engine where buyers look for the best product in a database of products offered by sellers. Usually such e-marketplaces do not use agent technology at all although agents could significantly improve the services provided both for the buyers and the sellers.
Furthermore, negotiation capabilities are essential for B2C e-commerce systems. In human negotiations, two or more parties bargain with one another to determine the price or other transaction terms. In an automated negotiation, intelligent agents engage in broadly similar processes to achieve the same end. In more detail, the agents prepare bids for and evaluate offers on behalf of the parties they represent with the aim of obtaining the maximum benefit for their users. Nevertheless, in current situation, price is the only criterion on which agents are created. This factor is easy to measure and automate. However, criteria for advanced transactions need to be more elaborating, e.g. giveback, dividend.
In this paper, we present a multiple-attributes negotiation model for B2C e-commerce, which deploys intelligent agents to facilitate autonomous and automatic online buying and selling by intelligent agents while providing fast response to consumers. These include a 4-phase model, information collecting, searching/offer gathering, negotiating, and evaluating. We also apply fuzzy theory and analytical hierarchy process to develop the system interface to facilitate the user inputs. Finally, the implementation of this approach is illustrated in the personal computer, and some experimental results of this approach showed the feasibility of the proposed approach.
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