臺灣博碩士論文加值系統

根據Garnet Group預測，全世界線上交易到2004年將達70兆美元，其中將近40%的交易是透過電子市集完成。電子市集「主要在匯集買賣雙方於同一交易平台上，進行電子化商品採購及貨物售出之過程。」供應商及買家的互動模式分為一對多（One to Many）及多對多（Many to Many）的方式，電子市集本身扮演中介者角色，提供買賣雙方所需要的服務機制。對買方而言，可以有效降低採購及內部運作成本並縮短採購時程；對供應商而言，能強化產品的推廣效益、降低內部運作成本。

真實情況中，市場屬於多個買方與多個賣方的交易模式且談判為多議題之協商模式。以此觀點，本研究提出一個符合多對多且多議題的交易情況，以電子市集中立第三仲介者為運作基礎，從多個買方以及多個賣方的提案中，由配對模式找出相似度較高之提案，再經由買賣雙方相似度高者進行協商。在協商的過程中，雙方代理人皆能事先分享彼此對於議題的認知資訊，並運用模糊理論與互惠合作策略來達成合作式之協商。結合配對模式中相似度較高與協商模式中互惠合作策略的方式以提高電子市集中買賣雙方交易的可能性及雙方之滿意度。

According to a forecast report by Garnet Group, the amount of on-line transaction is going to reach about 70 million US dollars in 2004.Forty percentage of these transactions has been taken place in e-marketplace. E-marketplace is the place where sellers and buyers trade each other electronically. The ways of the suppliers and buyers can operate business in two kinds model “One to Many” and “Many to Many.” The role of e-Marketplace is intermediary to provide the services for both sellers and buyers. For buyers, the E-marketplace can offer a lower-price merchandise the effective promotion for the supplier and reduced operating cost.

In most real situating, buyers and sellers in the market negotiate each other with multiple issues. This research focuses on discussing “Many to Many” and Multiple issues. The trading in online negotiation is base on operating by third party that matches cases with high similarity and make a deal with each other. During the process of negotiation, both sides can share information with each other, and use “Fuzzy Theory” to adopt “Horsetrading” strategy to reach success by cooperation. The strategy in the research using the concept of similarity that can increase the satisfaction for both buyers and sellers, and the high percentage of success rate for matched deals.

摘要 I
Abstract II
誌謝 III
目 錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究步驟與流程 3
1.4 論文結構 3
第二章 文獻探討 5
2.1 電子市集 5
2.2 智慧型代理人 11
2.3 談判協商相關理論 15
2.4 模糊理論 23
第三章 研究架構與方法 29
3.1 系統架構 29
3.2 效用函數 30
3.3 配對模式 33
3.4 協商模式 35
3.5系統實作 50
第四章 實驗設計與結果分析 55
4.1 實驗設計 55
4.2 實驗一：各別買賣雙方之協商 56
4.3 實驗二：多個買方與多個賣方下之協商 61
第五章 結論與建議 66
5.1 研究結論 66
5.2 研究限制 66
5.3 未來研究建議與方向 67
參考文獻 68

1.英文部分
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2.中文部分
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