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As the Internet moves into the mainstream, more and more companies and enterprises use digital technology to reform their traditional business model. Electronic Commerce has rapidly become a major role in the business market. It speeds up business transaction and promotes economic efficiency. In order to improve the environment of Internet and E-Commerce, more new technologies are developed, and Agent technology is one of the best. The implementation of Agent technology in E-Commerce can be widely found in product brokering, merchant brokering, price comparing, and negotiation. Using agent approach, a common interface can let user navigate all online shops easily, and the powerful information gathering ability can reduce the inferiority of Information Asymmetry.
In this thesis, a negotiation mechanism applied to an agent-based electronic marketplace architecture is proposed. Provide an appropriate model to negotiate bilateral and multi-lateral bargaining based on Multi-Attribute Utility Theory and Game Theory. Evaluate a best strategy over all product offers like price, warranty and service policy, rather than only on price. At last, a concept of coalition formation is also proposed. Both seller and buyer have benefit by cooperating with potential partners, because of a coalition has more advantage of bargaining. E-Commerce combines technology with economics, it will provide a convenient market for suppliers and customers, and make business transaction be more effective.
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