Advertisement
Published in:
2011 | OriginalPaper | Chapter
Optimizing One-to-Many Negotiation Agents in E-Commerce Using Aspiration Concept
Authors : Sahar Ebadi, Md. Nassir Sulaiman, Masrah Azrifah Azmi Morad
Published in: Digital Enterprise and Information Systems
Publisher: Springer Berlin Heidelberg
Activate our intelligent search to find suitable subject content or patents.
Select sections of text to find matching patents with Artificial Intelligence. powered by
Select sections of text to find additional relevant content using AI-assisted search. powered by
With the growth of World Wide Web and increasing human demand on trading, e-commerce becomes an inseparable part of business. In the past decade a huge number of researches have been done in order to develop optimal negotiation agent systems in e-commerce. However, existing models are weak in supporting real world e-market conditions since most of them assume static conditions for environment and complete information about opponent agent’s preferences. As a result, this work proposes an adaptive one-to-many negotiation model called Aspiration negotiation model. This model is proposed in order to assist agents to adapt to the dynamicity of opponent agent’s preferences and environmental conditions. Proposed model is employed in order to optimize the negotiation outcome in terms of utility gained by agents. Experimental studies have been done to evaluate the performance of proposed model. Finally Aspiration model was able to outperform previous models in terms of seller, buyer and joint utility value.