The agent-based negotiation process for B2C e-commerce

B2C e-commerce is becoming more widespread as more people come to recognize its convenience and its ability to rapidly respond to requests and as more products and services become available. However, many electronic marketplaces, especially in the business-to-consumer, are in essence some kind of search engine where buyers look for the best product in a database of products offered by sellers. Usually, such e-marketplaces do not use agent technology at all although agents could significantly improve the services provided both for the buyers and the sellers. Further, negotiation capabilities are essential for B2C e-commerce systems. In an automated negotiation, intelligent agents engage in broadly similar processes to achieve the same end. In more detail, the agents prepare bids for and evaluate offers on behalf of the parties they represent with the aim of obtaining the maximum benefit for their users. Nevertheless, in the current situation, price is the only criterion by which agents are created. This factor is easy to measure and automate. However, the criteria for advanced transactions need to be elaborated, for example, details of giveback and dividend. In this paper, we present a multiple-attributes negotiation model for B2C ecommerce, which deploys intelligent agents to facilitate autonomous and automatic on-line buying and selling by intelligent agents while quickly responding to consumers. These include a 4-phase model, information collection, search, negotiation, and evaluation. We also apply fuzzy theory and analytical hierarchy process to develop the system interface to facilitate the user inputs. Finally, an example of the notebook purchasing process is illustrated. 2009 Elsevier Ltd. All rights reserved.