Effective Automated Negotiation in Electronic Marketplace

Electronic marketplaces represent new places where supply and demand aggregate and negotiations take place. New opportunities and rapidly changing environment of electronic marketplaces lead to the need of more sophisticated negotiations to support various trades. Automated negotiation is one of the most popular and promising technologies to perform such task and will be a vital part of electronic commerce in the future. In this paper we first analyze the requirements of automated negotiation in electronic marketplaces and then compare three negotiation mechanisms. After that based on these mechanisms we propose a new design perspective that negotiation processes of agents are driven by their negotiation goals. Effective automated negotiation requires agents have the capabilities to generate and achieve their negotiation goals. Agents can perform a goal-driven negotiation process. Our method can be adapted to the open and dynamic environment of electronic marketplaces.