臺灣博碩士論文加值系統

隨著電子商務的盛行，許多商業活動跟著在網路上活絡起來，但這也使得商業中一項重要的活動-協商，尤其是消費者和企業間的協商，執行上變得相當困難。許多的學者利用代理人的機制輔助消費者進行協商，但這些機制沒有考量協商時的策略應用，使得協商只是單純的依靠協商函數，隨著時間提出價格，並沒有依當時買賣雙方的狀況而作策略上的價格的調整。另外，上述機制亦沒有考慮協商時消費者的態度問題，本研究認為消費者的態度將影響協商結果，考量態度因素將更能符合消費者需求。
由於上述原因，本研究提出一個代理人的電子市場架構，用以輔助消費者進行購物行為，並以此市場為實驗平台探討幾個議價協商策略上的議題，在協商時亦加入消費者的態度的考量。本研究利用這些人性上的考量，希望或多或少能增加消費者的滿意程度。在實驗中，本研究探討買賣雙方採取幾種不同策略與協商函數的組合時，買賣雙方的互動對於協商的影響，並觀察其議價波動情況。

When electronic commerence become popular, more and more commerical activities be implement in the network. But this kind of situation make nigotiation between consumer and business become more difficult to implement. Therefore, many scholars use softeware agents to assists consumer to execute the nogotiated process. But when the author induce the literatures about the subject, find that there are three points can be improved : 1. many software agent architectures which the literatures mention only care about price, but other attributes which consumer alse care; 2. they don’t care about negotiatory strategy, they just use negotiated function to negotiate, they can’t do the appropriate action in the differet situations. 3. they don’t care about consumer attitude when negotiation.
Accroding to the reasons, the author construct an agent electronic market system to assist consumer to process the multi-attribute buying decision making. In the experiments, the author investigate the subject about negotiatory strategy, negotiatory function and consumer attitude.

一、緒論
1.1研究背景與動機
1.2研究目的
1.3研究範圍與限制
二、文獻探討
2.1代理人（Agent）的定義與特性
2.2消費者購買行為模式
2.3協商
2.4多屬性效用理論
三、研究架構
3.1實驗平台-電子市場架構
3.2交易流程
3.3模擬系統說明
四、實驗設計
實驗一、單純互動實驗
實驗二、不同買賣雙方影響程度實驗
實驗三、加價減價策略實驗
實驗四、相同與相反策略實驗
實驗五、買賣雙方態度影響實驗
實驗六、互動敏感性分析實驗
五、結論與建議
5.1結論
5.2建議
六、參考文獻

[英文]
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