蔡韻茹

Knowledge commerce, an online trading pattern, combines knowledge with e-commerce, which is proposed by Skyme. Knowledge transaction will be changed from the previous traditional markets to the new trading patterns. Presently, in the e-commerce environment, auction mechanisms are beneficial to sellers while offer mechanisms benefit buyers, which influence the willingness to participate of the weak side. Moreover, one-to-one or one-to-many negotiation mechanisms do not take dynamic changes of negotiation environment and negotiation participants interact with each other into account. Besides, characteristics of knowledge goods are implicit, uncertain, complex, and difficult to assess the value of knowledge, which result in the cognitive inconsistency of both parties of a transaction. Therefore, these will make knowledge transactions to fail.

In order to enable efficient negotiation to improve the success of knowledge transactions, this study develops a many-to-many negotiation mechanism of knowledge commerce based on requirements of the environment of knowledge commerce. First, this study analyzes characteristics of knowledge products and knowledge commerce, and then designs the negotiation model of knowledge commerce and defines the negotiation standards of knowledge commerce based on the above result of analysis. Afterward, this study designs the protocol of many-to-many negotiation, and develops the approach of many-to-many negotiation. Finally, this study verifies the proposed approach by simulation experiments. The many-to-many negotiation mechanism can effectively improve the efficiency of the negotiation and increase the transaction rate.