电子化市场中基于社交谈判研究
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摘要
随着在线交易越来越普遍,Internet上涌现出大量的电子商务服务。但是,这些电子商务服务还不能满足人们希望对灵活性的需求。基于agent的电子商务中的电子谈判问题是电子商务和软件agent研究的热点,是满足这些需求的有效途径。
许多以agent为中介的电子商务的研究忽略了社会关系和社区等社会因素对包括谈判在内的agent购买行为的影响。根据心理学和社会学,这些被忽视的因素的作用是十分重要的。
本文中,我们试图使agent在其交易期间及交易以外具有更强的社交能力,使电子市场更适合agent间开展信息交换,进而将社会影响因素引入到agent购买行为中,并最终建立起基于社关系的重复谈判机制。
本文的研究工作和创新性主要包括以下几个方面:
1.通过分析消费者的购买行为模式,提出了社交agent的形式化定义;分别使用心智状态图和事务树建立了社交agent的BDI模型和相应解释器;对社交agent社会网络和价值交换中社会关系的作了分析,给出了基于交往关系度量的社交agent的社会推理模型。这些工作丰富了agent的内涵。
2.通过分析电子商务中的影响因素,提出了agent社区的概念并建立了社区因素影响下的CBB模型;从agent社区这一核心概念出发,利用π演算形式化地描述了基于agent社区的电子化市场和agent社区中社交agent间的前摄信息交换的机制,从而为基于社会关系的谈判建立了可靠的理论基础。
3.在分析价值交换和相应的谈判过程中的社会关系基础上,将基于社会关系的谈判与扩展价值交换相联结,提出了对应于价值交换的“基于社会关系的谈判”和对应于n阶价值交换的“基于社会关系的重复谈判”的理论框架;给出了基于社会关系的谈判和基于社会关系的重复谈判的算法,并进行了模拟实验,验证了该理论框架的能行性。
Along with the on-line business more and more widespread,the Internet flows out to appear a great deal of electronic commerce service.But these service are far from flexibility in trade.The e-negotiation in agent-based e-commerce has been a hot topic in e-commerce and software agent research and also an effective approach to meet the needs.
Most of the research works on negotiation in agent mediated e-commerce ignore the influence of society factors,such as society relationship and community,which are important ones according to psychology and sociology,to the agent buying behavior includeing negotiation,
In this paper,we attempt to make the agent more sociable during and beyond their trading process,make the e-market suitable for information exchange among agents and introduce the social factors to agent's buying behavior in order to establish a social-ralationship based repeated negotiation facility finaly.
The major research work and originalities in this paper can be viewed as follow.
1.Based on the analysis of the customer buying behavior,the concept of sociality agent is defined formly.The BDI model and the corresponding interpretor of sociality agent are established by the mean of"mental states graph" and "transation tree" respectively.Based on the analysis of the social network and social relationship in value exchange,the "interactive relationship measurement" based social resoning model is presented.These work make the concept of agent rich and colorful.
2.By means of analysis the influence factors in the e-commerce,"agent community" and "CBB model in community" is presented.Based on these key concept,we described "agent-community based e-commerce" with proactive information exchange mechanism by usingπ-calculus formly,which established a reliable theoretical frame for sociality-based negotiation.
3.We link the social relationship based negotiation to an extended value exchange model based on the analysis of the social relationship in the value exchange procedure and the corresponding negotiation procedure.Then,a theoretical frame of "social-relationship-based negotiation" as a maping of "value exchange" and "social-relationship-based repeated negotiation" as a maping of "value exahang of power n" is introduced.We also present the algorithm for "social-relationship-based negotiation" and "social-relationship-based repeated negotiation",and corresponding simulation testing which verified the feasibility of the theoretical frame.
许多以agent为中介的电子商务的研究忽略了社会关系和社区等社会因素对包括谈判在内的agent购买行为的影响。根据心理学和社会学,这些被忽视的因素的作用是十分重要的。
本文中,我们试图使agent在其交易期间及交易以外具有更强的社交能力,使电子市场更适合agent间开展信息交换,进而将社会影响因素引入到agent购买行为中,并最终建立起基于社关系的重复谈判机制。
本文的研究工作和创新性主要包括以下几个方面:
1.通过分析消费者的购买行为模式,提出了社交agent的形式化定义;分别使用心智状态图和事务树建立了社交agent的BDI模型和相应解释器;对社交agent社会网络和价值交换中社会关系的作了分析,给出了基于交往关系度量的社交agent的社会推理模型。这些工作丰富了agent的内涵。
2.通过分析电子商务中的影响因素,提出了agent社区的概念并建立了社区因素影响下的CBB模型;从agent社区这一核心概念出发,利用π演算形式化地描述了基于agent社区的电子化市场和agent社区中社交agent间的前摄信息交换的机制,从而为基于社会关系的谈判建立了可靠的理论基础。
3.在分析价值交换和相应的谈判过程中的社会关系基础上,将基于社会关系的谈判与扩展价值交换相联结,提出了对应于价值交换的“基于社会关系的谈判”和对应于n阶价值交换的“基于社会关系的重复谈判”的理论框架;给出了基于社会关系的谈判和基于社会关系的重复谈判的算法,并进行了模拟实验,验证了该理论框架的能行性。
Along with the on-line business more and more widespread,the Internet flows out to appear a great deal of electronic commerce service.But these service are far from flexibility in trade.The e-negotiation in agent-based e-commerce has been a hot topic in e-commerce and software agent research and also an effective approach to meet the needs.
Most of the research works on negotiation in agent mediated e-commerce ignore the influence of society factors,such as society relationship and community,which are important ones according to psychology and sociology,to the agent buying behavior includeing negotiation,
In this paper,we attempt to make the agent more sociable during and beyond their trading process,make the e-market suitable for information exchange among agents and introduce the social factors to agent's buying behavior in order to establish a social-ralationship based repeated negotiation facility finaly.
The major research work and originalities in this paper can be viewed as follow.
1.Based on the analysis of the customer buying behavior,the concept of sociality agent is defined formly.The BDI model and the corresponding interpretor of sociality agent are established by the mean of"mental states graph" and "transation tree" respectively.Based on the analysis of the social network and social relationship in value exchange,the "interactive relationship measurement" based social resoning model is presented.These work make the concept of agent rich and colorful.
2.By means of analysis the influence factors in the e-commerce,"agent community" and "CBB model in community" is presented.Based on these key concept,we described "agent-community based e-commerce" with proactive information exchange mechanism by usingπ-calculus formly,which established a reliable theoretical frame for sociality-based negotiation.
3.We link the social relationship based negotiation to an extended value exchange model based on the analysis of the social relationship in the value exchange procedure and the corresponding negotiation procedure.Then,a theoretical frame of "social-relationship-based negotiation" as a maping of "value exchange" and "social-relationship-based repeated negotiation" as a maping of "value exahang of power n" is introduced.We also present the algorithm for "social-relationship-based negotiation" and "social-relationship-based repeated negotiation",and corresponding simulation testing which verified the feasibility of the theoretical frame.
引文
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[2]全球电子商务发展及趋势,http://www.e-works.net.cn/ewkArticles/Category141/Article5489.htm,2002.
[3]Aleksander Pivk,Matjaz Gams.Intelligent Agents in E-commerce.2000.
[4]Ron Sun.Cognitive science meets multi-agent systems:a prolegomenon.2001.
[5]Stacy Marsella,Jonathan Gratch.Modeling the Interplay of Emotions and Plans in Multi-Agent Simulations.2001.
[6]Danilo Fum,Fabio Del Missier.Modeling Counteroffer Behavior in Dyadic Distributive Negotiation.2001.
[7]Michiaki IWAZUME Yuichiro KATO Akihito KANAI.A Multi-agent-based Model for Analyzing Human Cognitive Process of Advertising Information.2001.
[8]Pietro Panzarasa,Nicholas R.Jennings.Social influence,negotiation and cognition.Simulation Modelling Practice and Theory 10(2002)417-453.
[9]Pietro Panzarasa,Nicholas R.Jennings.Social influence and the generation of joint mental attitudes in multi-agent system.2002.
[10]Keysuk Kim.Interpersonal Dependence and Efficiency of Interfirm Exchange.1999.
[11]Nuno David,Jaime Simao Sichman and Helder Coelho.Agent-Based Social Simulation with Coalitions in Social Reasoning.2000.
[12]Partha Sarathi Dutta,Luc Moreau,Nicholas R.Jennings.Finding interaction partners using cognition-based decision strategies.2003.
[13]Pervez N.Ghauri.The Chinese Business Negotiation Process:A Socio-Cultural Analysis.1998.
[14]宫捷.现代商务谈判,青岛出版社,2001.
[15]石永恒.商务谈判精华,团结出版社,2003.
[16]Antoni Calvo'-Armengol.A decentralized market with trading links.Mathematical Social Sciences 45(2003)83-103.
[17]Samuel Chong and Kecheng Liu.The Social Aspects Neglected in E-Commerce.2000.
[18]Rabin,M.Incorporating fairness into game theory and economics.The American Economics Review,83(5),1281-1302.1993.
[19]Fehr,E.,Schmidt,K.M.A theory of fairness,competition and cooperation.The Quarterly Journal of Economics,817-868.1999.
[20]Tripp,T.M.,Sondak,H.,Bies,R.J.Justice as rationality:A relational perspective on fairness in negotiations.In Bies,R.J.,Lewicki,R.J.,& Sheppard,B.H.(Eds.),Research on Negotiations in Organizations,Volume 5.(pp.45-64).Greenwich,CT:JAI Press.1995.
[21]Messick,D.M.Equality as a decision heuristic.In Mellers,B.A.,& Baron,J.(Eds.),Psychological Perspectives on Justice.(pp.10-31).Cambridge:Cambridge University Press.1993
[22]程显毅,石纯一.Agent社会理性的研究.软件学报,2001,12(12).
[23]程显毅,张笑微.Agent社会理性模型的计算框架,小型微型计算机系统,2001,22(6).
[24]Dignum F,Morley D,Sonenberg E A,Cavedon L.Toward socially sophisticated BDI agents,Proceedings of the fourth International Conference on Multi-Agent System,2000,118-126.
[25]Jennings N R and Campos J R.Towards a Social Level Characterisation of Socially Responsible Agents.IEEE Proceedings on Software Engineering,1997,114(1):11-25.
[26]Moukas A,Guttman R and Maes P.Agent-mediated Electronic Commerce:An MIT Media Laboratory Perspective,URL:http://ecommerce.media.mit.edu.1998
[27]Weiss G(ed).Multi-agent systems,A modern approach to distributed artificial intelligence.Cam-bridge,MA:The MIT Press,1999
[28]Panzarasa P,Jennings N R.The organization of sociality:A manifesto for a new science of multi-agent systems,2001.
[29]Daft R L.Essentials of organization theory and design.South-Western College Publishing,1998.
[30]Horling,Bryan,Benyo,Brett and Lesser,Victor.Using Self-Diagnosis to Adapt Organizational Structures.UMASS CS Tech Report 1999-64,November,1999.
[31]Rheingold,Howard.The virtual community:homesteading on the electronic frontier,Reading,Massachusetts:Addison-Wesley Publishing Company,1993.
[32]马光伟,徐晋晖,石纯一.社会Agent的BDO模型.计算机学报,2001,24(5):521-528.
[33]Bhanu Prasad.Artificial Intelligence Techniques in E-Commerce.2003.
[34] Walter Brenner, Rudiger Zarnekow and Hartmut Wittig, Intelligent Software Agents Springer, 1998.
[35] J. Bailey and Y. Bakos. An Exploratory Study of the Emerging Role of Electronic Intermediaries. International Journal of Electronic Commerce ,vol. 1, no 3, Spring 1997.
[36] Eugenio Oliveira, Ana Paula Rocha. Agents advanced features for negotiation in Electronic Commerce and Virtual Organization formation process, 1999.
[37] Mihaela Oprea. An Adaptive Negotiation Model for Agent-Based Electronic Commerce, 2002.
[38] Kaushal Chari, Anol Bhattacherjee. Agent-Based Automated Negotiations with Multiple Threads. 2000.
[39] Zeng D. and K. Sycara, Bayesian Learning in Negotiation, International Journal of Human Computer Studies, 48,125-141.1998.
[40] Minghua He, Nicholas R. Jennings and Ho-fung Leung. On Agent Mediated Electronic Commerce. 2003.
[41] Y.Shoham, M.Tennenholtz, On the Synthesis of Useful Laws for Artificial Agent Societies, AAAI-92, pp.276-281,1992.
[42] K.P.Sycara, Multiagent Compromise via Negotiation, in L.Gasser and M.Huhns, eds, Distributed Artificial Intelligence, Vol. II, Pitman/Morgan Kaufmann,London, 1989.
[43] S.Conry, K.Kuwabara, V.R.Lesser, and R.A.Meyer, Multistage Negotiation for Distributed Constraint Satisfaction, IEEE Trans. SMC, 21(6): 1462-1477,Nov/Dec, 1991.
[44] C.Hewitt. Open Information Systems Semantics for Distributed Artificial Intelligence, Artificial Intelligence, 47:79-106,1991.
[45] K.Werkman. Using Negotiation and Coordination Systems, IJCAI-91,pp.187-198,1991.
[46] N. R. Jennings, P. Faratin, A. R. Lomuscio, S. Parsons, C. Sierra and M.Wooldridge. Automated Negotiation: Prospects, Methods and Challenges, 2000.
[47] Stefan Strecker. Electronic Negotiations, 2001.
[48] Ron Sun. An agent Architecture for On-Line Learning of Procedural and Declarative, 1997.
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