Constructing the Structure of Utility Graphs Used in Multi-Item Negotiation Through Collaborative Filtering of Aggregate Buyer Preferences
Constructing the Structure of Utility Graphs Used in Multi-Item Negotiation Through Collaborative Filtering of Aggregate Buyer Preferences
复制标题
通过协同过滤总体买家偏好构建多项目谈判中使用的效用图结构
DOI：
10.1007/978-3-540-76282-9_9
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发表时间：
2008
期刊：
影响因子：
--
通讯作者：
H. L. Poutré
中科院分区：
文献类型：
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作者：
V. Robu;H. L. Poutré
谈判是电子市场中供应商和消费者之间互动的一种关键形式。电子商务谈判的主要好处之一是它可以更好地定制个人客户的偏好，并且在需要就复杂合同达成协议的情况下支持买方决策。通过使用代表其所有者进行谈判的智能代理，实现谈判过程的自动化，使电子商家能够通过提供适合个人买家需求的灵活合同来超越价格竞争。多问题（或多项目）谈判模型对于这项任务特别有用，因为通过多问题谈判可以找到互利（“双赢”）合同[7,9,12,13,20]。在本章中，我们考虑对一系列项目的内容进行谈判（因此我们使用术语“多项目”谈判），但在概念层面上，该设置实际上与先前仅涉及二元值问题的多问题谈判的工作相同（例如[13]）。大多数现有自动谈判方法的瓶颈在于它们仅处理线性相加效用函数，而没有考虑高维谈判，特别是不同项目评估之间的相互依赖性问题。这是一个重要的问题，因为识别和利用不同项目之间的可替代性/互补性效应对于达成互惠互利的交易至关重要。
Negotiation represents a key form of interaction between providers and consumers in electronic markets. One of the main benefits of negotiation in e-commerce is that it enables greater customization to individual customer preferences, and it supports buyer decisions in settings which require agreements over complex contracts. Automating the negotiation process, through the use of intelligent agents which negotiate on behalf of their owners, enables electronic merchants to go beyond price competition by providing flexible contracts, tailored to the needs of individual buyers. Multi-issue (or multi-item) negotiation models are particularly useful for this task, since with multi-issue negotiations mutually beneficial (“win-win”) contracts can be found [7, 9, 12, 13, 20]. In this chapter we consider the negotiation over the contents of a bundle of items (thus we use the term “multi-item” negotiation), though, at a conceptual level, the setting is virtually identical to previous work on multi-issue negotiation involving only binary-valued issues (eg [13]). A bottleneck in most existing approaches to automated negotiation is that they only deal with linearly additive utility functions, and do not consider high-dimensional negotiations and in particular, the problem of inter-dependencies between evaluations for different items. This is a significant problem, since identifying and exploiting substitutability/complementarity effects between different items can be crucial in reaching mutually profitable deals.