The Journal of Society for e-Business Studies (한국전자거래학회지)

Society for e-Business Studies (한국전자거래학회)
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A Dynamic Pricing Negotiation Model in the Online Ticket Resale Market

온라인 티켓 재판매 시장에서의 Dynamic Pricing 협상모델

  • 조재형 (부산외국어대학교 특성화교육원)
  • Published : 2009.11.30
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Abstract

This study has tried to suggest a new model that can effectively redistribute the tickets in the online ticket resale market, while suggesting a new allocation mechanism based on an agent negotiation. To this end, this study has analyzed an auction in the online ticket resale market through Game theory. As a result of new agent mechanism, it has been proved that the price stability of ticket resale market leads to an increase. An agent negotiation helps to stabilize the ticket prices that are usually inclined to rise at auction, benefiting all the participants in the negotiations, consequently showing a Pareto solution. Especially, a framework for a negotiation process is suggested and domain and processes ontology are designed interrelatedly. With this modeling, a possibility of Ontology based agent negotiation is suggested.

다수의 구매자와 판매자가 존재하는 경매분야에서 효율적인 협상에 대한 새로운 에이전트 협상방법론을 제시하였다. 경매문제를 게임이론으로 재 정의하고 이를 에이전트 협상에 적용하여, 온라인 티켓 재판매 시장 문제에 적용하였다. 본 에이전트를 적용한 결과 모든 구매자가 만족할 수 있는 내쉬균형을 보이고, 구매자와 판매자의 조합이 파레토 최적임을 보여주고 있다. 특히 본 에이전트 협상을 적용할 수 있는 새로운 비즈니스 모델을 수립하고, 에이전트 협상 진행 시 필요한 도메인과 프로세스를 온톨로지로 구현하였다.

Keywords

References

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