Multi-Agent Negotiation Paradigm for Agent Selection in B2C E-Commerce

Multi agent system (MAS) model has been extensively used in the different tasks of E-Commerce such as customer relation management (CRM), negotiation and brokering. The objective of this paper is to evaluate a seller agent’s various cognitive parameters like capability, trust, and desire. After selecting a best seller agent from ordering queue, it applies negotiation strategies to find the most profitable proposal for both buyer and seller. This mechanism belongs to a semi cooperative negotiation type, and selecting a seller and buyer agent pair using mental and cognitive parameters. This work provides a logical cognitive model, logical negotiation model between buyer agent and selected seller agent. DOI: 10.4018/978-1-4666-1565-6.ch011