Journal of the Korean Institute of Intelligent Systems (한국지능시스템학회논문지)

Korean Institute of Intelligent Systems (한국지능시스템학회)
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Fuzzy Membership Functions and AHP-Based Negotiation Support in Electronic Commerce

퍼지 멤버십 함수와 AHP 추론기법을 이용한 전자상거래 협상지원

  • Published : 2002.08.01
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Abstract

This paper propose the Fuzzy AHP(Analytic Hierarchical Process)-based negotiation support (FAHP-NEGO) mechanism to support the dynamic negotiation process in Electronic Commerce(EC). Negotiation is a form of decision-making with two or more actively involved agents who can not make decisions independently, and therefore must make concessions to achieve a compromise. Having concerned that point, the theoretical framework of FAHP-NEGO mechanism is presented by means of fuzzy membership functions and AHP. This mechanism encompasses both qualitative and quantitative conditions, and the use of multiple negotiation procedures for solving the electronic negotiation problem, adjusting the fuzzy membership function, and restructuring the problem representation. A hypothetical example of a healthcare products purchase is given to illustrate the quality of the proposed mechanism. The results showed that the Fuzzy AHP-based negotiation support mechanism could reflect both qualitative and quantitative conditions in EC. The implications of the study for future directions of research on electronic negotiation support modeling and systems are presented.

본 연구에서는 동적인 전자상거래 협상을 지원하기 위한 퍼지 AHP 기반의 협상지원 메커니즘 (Fuzzy AHP-based Negotiation support: FAHP-NEGO)을 제안한다. 협상은 단독으로 의사결정을 할 수 없는 둘 이상의 구성원간에 합의점을 도출하는 과정을 의미한다. 따라서, 여기에는 구성원 사이의 합의점을 도출하는 것이 매우 중요하다. 본 연구에서는, 이를 지원하기 위한 전자상거래 협상지원 메커니즘의 이론적인 배경으로서, 퍼지멤버십 함수와 AHP 기법을 사용하였다. 본 연구에서 제안한 협상지원 메커니즘은 정성적인 변수와 정량적인 변수를 모두 포함하고 있으며, 다중 협상과정을 통하여 전자상거래 협상을 지원한다. 건강보조식품 구매과정에 전사상거래 협상지원 메커니즘을 적용한 결과, 본 연구에서 제안한 전자상거래 협상지원 메커니즘이 정성적인 변수와 정량적인 변수를 반영한 전자상거래 협상을 지원할 수 있음을 보여주었다 본 연구의 후반부에는 향후 연구과제로서 전자상거래 협상지원 모형과 시스템 구축에 대해서 언급하였다.

Keywords

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