Agent as Mediators Agent as Mediators in Electronic Commercein Electronic Commerce

96300-230 96300-230 Bokyong YunBokyong Yun

IntroductionIntroduction

Software agents : delegate a taskSoftware agents : delegate a task Feature : personalized Feature : personalized

continuously runningcontinuously runningsemi-autonomoussemi-autonomous

so so 시간 비용 절약시간 비용 절약 ,, 성향 표현 용이성향 표현 용이 , , 적은 위험부담 적은 위험부담 with AeECwith AeEC

Roles and TechnologiesRoles and Technologies

Roles of AmECRoles of AmEC

Consumer Buying Behavior(CBB)Consumer Buying Behavior(CBB) but the limit :but the limit : retailretail

broad issue in ECbroad issue in EC let’s explore roles in context of CBBlet’s explore roles in context of CBB

Product BrokeringProduct Brokering

what to buywhat to buy PersonaLogic : filter out unwantedPersonaLogic : filter out unwanted

Constraint Satisfaction Constraint Satisfaction Problem(CSP)Problem(CSP)

Firefly : recommend .. “nearest neighbor”Firefly : recommend .. “nearest neighbor”Automated Collaborative Automated Collaborative

Filtering(ACF)Filtering(ACF)

Merchant BrokeringMerchant Brokering

BargainFinder : first price comparisonBargainFinder : first price comparison...merchant blocking price...merchant blocking price

Jango : not centralized, Jango-augmented Jango : not centralized, Jango-augmented browser .. only price , consumer-biasedbrowser .. only price , consumer-biased

Kasbah : multiagent for Kasbah : multiagent for 구매자간구매자간create agent who want to sell or create agent who want to sell or

buybuy

NegotiationNegotiation

Determine price or other termsDetermine price or other terms real world : real world : 시간과 지역적 문제 시간과 지역적 문제 but…but… AuctionBot : API, AuctionBot : API, 완전자동화된 경매완전자동화된 경매 Kasbah : agent matching , Kasbah : agent matching , 단순 전략단순 전략 Tete-a-Tete : Tete-a-Tete : 여러가지 조건 여러가지 조건 ,,evaluation evaluation

constraint in PB,MBconstraint in PB,MB

TechnologiesTechnologies

From AIFrom AI Recommender systemsRecommender systems User Interface ApproachesUser Interface Approaches Negotiation MechanismsNegotiation Mechanisms Infrastructure,Languages,ProtocolsInfrastructure,Languages,Protocols

Recommender systemsRecommender systems

Context based filtering : “wrapper”Context based filtering : “wrapper”BragainFinder , JangoBragainFinder , Jango

Collaborative filtering : Collaborative filtering : 제품정보 제품정보 X, X, 평가평가 FireflyFirefly

Constraint based filtering (CSP) :Constraint based filtering (CSP) :formalized(var, domain, constraint)formalized(var, domain, constraint)

hard/soft hard/soft Tete-a-TeteTete-a-Tete

User Interface AprroachesUser Interface Aprroaches

Shopping experience is diverseShopping experience is diverse shopper intend & knowledgeshopper intend & knowledge positive feedback & positive feedback & 친밀도친밀도 신뢰성 신뢰성 : : visible visible 한 단순한 것에한 단순한 것에 ....

Negotiation MechanismsNegotiation Mechanisms

Protocols : rule (“mine!!”)Protocols : rule (“mine!!”) given protocols : strategies to maximizegiven protocols : strategies to maximize protocols design protocols design : : 전체 시스템에 큰 영향전체 시스템에 큰 영향 distribute neg. : largest pie ,0-sum, distribute neg. : largest pie ,0-sum,

단일자원단일자원 ,, 한쪽 만 이득한쪽 만 이득 integrative neg. : enlarge available pieintegrative neg. : enlarge available pie 양쪽 양쪽

모두 이득모두 이득

Infrastructure,Languages,ProtocolsInfrastructure,Languages,Protocols

Mix all? … so hard yetMix all? … so hard yet from “wrapper” tech : languagefrom “wrapper” tech : language

... XML... XML so many protocols & language > standardsso many protocols & language > standards platform standardsplatform standards

AmEC at MIT Media LabAmEC at MIT Media Lab

Knowledge Brokering & Expert FinderKnowledge Brokering & Expert Finder create agent to seek expertisecreate agent to seek expertise just in time consultingjust in time consulting rare diseaserare disease

Shopping on RunShopping on Run

Walking near a bookstoreWalking near a bookstore driving down a highwaydriving down a highway an expert is nearbyan expert is nearby 장소에 맞는 즉각적인 장소에 맞는 즉각적인 brokeringbrokering needs equipment and infrastructureneeds equipment and infrastructure

Conclusion & Future DirecionsConclusion & Future Direcions

11st gen : c-to-c market st gen : c-to-c market 형성형성 22nd gennd gen 불명확 문맥불명확 문맥 , , 개인 성향개인 성향 , , 복잡성복잡성 , , 환경 환경

변화등 해결변화등 해결 더 중요한 것은 더 중요한 것은 standards for good, service. standards for good, service.

Profile, payment mech. , inter-business formProfile, payment mech. , inter-business form 33rd : rd : 전자상거래로 가상과 현실 전자상거래로 가상과 현실 companycompany

의 완벽한 효율성의 완벽한 효율성