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| Study on Automated Negotiation with Combined Strategy in E-Commerce Oriented Customization |
| CAO Mukun，CHEN Chongping，WANG G A |
| 1. Xiamen University, Xiamen, Fujian, China; 2. South China Normal University, Guangzhou, China; 3. Virginia Polytechnic Institute and State University, Blacksburg, USA |
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Abstract To satisfy consumers’ demand for individualization and to diminish consumer-expenditure, this study integrates the theory of mass customization and the practice of ecommerce, proposing an operational model of customization in e-commerce. Based on the agent technology and automated negotiation theory, this study explores the strategic models for multi-attribute negotiations, namely non-learning-fixed strategy and learning strategy. In addition, the learning strategy is combined with a minor concession to guide the agent make adaptive negotiation offers, so-called minor-concession strategy or combined strategy. Through comparative experiments among the three strategies, the experimental result shows the combined strategy is more effective for achieving a win-win situation at the end of negotiations than the other two strategies, as well as increasing the efficiency of negotiation, and thus benefits the future practical development of customized e-commerce.
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Received: 22 April 2019
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