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蔡韻茹

蔡韻茹 Yun-Ju Tsai

碩士論文 (2011)

知識商務之多對多協商機制發展
Development of Many-to-Many Negotiation Mechanism for Knowledge Commerce

關鍵字 Keywords

知識商務, 知識商品, 多對多協商, 多準則決策
Knowledge Commerce, knowledge product, many-to-many negotiation, Multiple Criteria Decision Making

摘要

Skyrme提出一結合「知識」與「電子商務」之線上知識交易模式—知識商務(Knowledge Commerce),知識的交易便由以往的傳統市場,逐漸轉型為新的交易型態。目前在電子商務中,拍賣機制對賣方有利,而出價機制對買方有利,會影響弱勢方的參與意願;且協商環境由一對一或一對多組成之多方協商並未考慮到協商環境動態的改變及協商參與者彼此相互影響。此外,知識商品具內隱、不確定、複雜、價值難以評估等特性,影響雙方對於交易認知不一致,故容易導致知識交易失敗。
為使協商能有效率地進行以提升知識交易之成功率,本研究依據知識商務環境的特殊需求,發展一「知識商務之多對多協商機制」。本研究首先分析知識商務與知識商品之特性,並依此設計一知識商務之協商模型與界定知識商務之協商規範;接著,本研究設計知識商務之多對多協商協定並發展多對多協商方法;最後,以模擬實驗驗證所提出之多對多協商方法。藉由本研究提出之多對多協商機制將能有效提高買賣雙方之協商效率與交易成交率。

Abstract

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.


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