B2C E-Commerce Fact-Based Negotiation Using Big Data Analytics and Agent-Based Technologies

The focus of this study is application of intelligent agent in negotiation between buyer and seller in B2C Commerce using big data analytics. The developed model is used to conduct negotiations on behalf of prospective buyers and sellers using analytics to improve negotiations to meet the practical requirements. The objective of this study is to explore the opportunities of using big data and business analytics for negotiation, where big data analytics can be used to create new opportunities for bidding. Using big data analytics sellers may learn to predict the buyers’ negotiation strategy and therefore adopt optimal tactics to pursue results that are to their best interests. An experimental design is used to collect intelligent data that can be used in conducting the negotiation process. Such approach will improve quality of negotiation decisions for both parties. Keywords—negotiations; e-commerce; agent technology; big data; analytics