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AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 1 Agent-mediated Integrative Negotiation for Retail Electronic Commerce AMET’98 Robert H. Guttman.

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Presentation on theme: "AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 1 Agent-mediated Integrative Negotiation for Retail Electronic Commerce AMET’98 Robert H. Guttman."— Presentation transcript:

1 AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 1 Agent-mediated Integrative Negotiation for Retail Electronic Commerce AMET’98 Robert H. Guttman & Pattie Maes MIT Media Laboratory

2 AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 2 Agenda overview & framework –ecommerce –negotiation online shopping is broken tete-a-tete

3 AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 3 Ecommerce is... internet economics & pricing marketing & advertising payment mechanisms security & privacy trust & reputation law & contracts back-office management supply chain management product ontologies multimedia shopping environments buying & selling goods & services online –b2b, b2c, c2c...

4 AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 4 Benefits low search costs better deals personalized wider selection educational entertainment increase sales reduce transaction costs customize offerings wider selection enhance services loyalty incentives buyer seller how do we model and mediate all of this?

5 AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 5 Framework Persona Logic 1. need identification 2. product brokering 3. merchant brokering 4. negotiation 5. payment & delivery 6. service & evaluation Firefly Bargain Finder Excite’s Jango Kasbah Auction Bot Auction Web T@T √√ √ √ √√ √ √√ √ √√√√ consumer buying behavior model with agent mediation – Guttman, et al

6 AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 6 Negotiation definitions –Negotiation is a form of decision-making where two or more parties jointly search a space of possible solutions with the goal of reaching a consensus. – slightly modified from Rosenschein & Zlotkin –distributive vs. integrative – Lewicki, Saunders, & Minton components 1. protocol 2. strategy (decision support)

7 AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 7 Auction Protocols market valuation price winning bid winner’s curse limited resources vs. marginal costs – see Beam, et al auction fever! – bidding is fun/simple, strategy isn’t most online auctions are first-price & inefficient

8 AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 8 fixing online shopping Robert H. Guttman Fernanda B. Viegas Alexander F. Kleiner III Software Agents User Interface Design Retail Electronic Commerce online shopping is broken

9 AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 9 Product Comparisons within-merchant product comparisons cross-merchant product comparisons

10 AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 10 Comparing Differentiated Goods Excite’s Jango poor navigation limited preferences no decision support what else is missing? (over 50 choices)

11 AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 11 Price vs. Value Comparisons Jango & othersTete-a-Tete (T@T)

12 AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 12 Interdependent Goals comparison shop low search costs low price consider dimensions other than just price self-service decision support for differentiated goods engaging, trusted shopping experiences increase sales differentiate offerings high profit tailor value-added services to each customer’s needs assist customers in matching offerings with their needs increase customer satisfaction & loyalty consumer merchant

13 AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 13 shopping agentconsumermerchantssales agents T@T: Integrative Negotiation negotiation protocol –argumentative negotiation (critiques & counter-proposals) –distributed constraint satisfaction (DCSP) decision support –multi-attribute utility theory (MAUT)

14 AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 14 Bilateral Argumentation Bilateral Argumentation - asymmetric subset of Parsons, Sierra, & Jennings proposal(,  ) critique( ,  ) withdrawal accept (payment, delivery, …) shopping agent consumer sales agent for each sales agent in parallel...

15 AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 15 Critiques & Proposals shopping agent critiques are constraints w/meta-data: –critique range (cid 12, tid 34, price max, 4000, usd) –critique reorder (cid 12, tid 41, delivery_time, price) sales agent proposals are products w/meta-data: –proposal(mid 42, tid 34, pid 128, [price(1800, usd), delivery_time(14, days), warranty(90, days),...])

16 AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 16 Critiques, etc. in XML same ontology issues, different syntax: max_price</FEATURE></CRITIQUE>

17 AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 17 Policies sales agents also provide “functional” policies: –policy(restocking_fee, 10, percent) –policy(delivery_option, range(2, 3, days), 12 + weight * 5%, usd) policies help improve performance by allowing shopping agents to compute value tradeoffs themselves

18 AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 18 Multi-Attribute Utility Theory overnight 2-3 days delivery time 7-10 days match consumer’s utility merchant’s utility total price consensus is reached via integrative negotiation

19 AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 19

20 AMET'98 – Robert H. Guttman © 1998 MIT Media Lab Slide 20 Q & A Robert H. Guttman guttman@media.mit.edu Agent-mediated Electronic Commerce (AmEC) http://ecommerce.media.mit.edu

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