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Agents' roles in B2C e-commerce

机译：代理商在B2C电子商务中的角色

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摘要

The rapid evolution of the Internet from a general information space to an electronic market space provides the users with the possibility to navigate among thousands of Web sites for comparing products and merchants, for making their purchases or for obtaining some desired services. However, from the user's viewpoint, such a navigation often requires an high cost in terms of time to spend on the Web to perform a satisfying comparison of the various alternatives. From the supplier's viewpoint, it is needed to propose products in a suitable way to customers, taking into account the typology of each customer, her/his preferences, habits, etc. In this context, generally denoted as Business-to-Customer (B2C) e-commerce, the use of software agents as mediators in e-commerce activities seems to be particularly promising. In this paper, we describe and analyze the various roles agents have assumed in B2C e-commerce applications. Furthermore, we propose a Consumer Buying Behaviour model, called E~2-CBB, that considers new emergent issues, as the capability to solve semantic heterogeneity, and the adaptive presentations of Web stores. By using such a model, we classify and compare a number of agent-based approaches for managing B2C e-commerce, proposed in the literature in the last ten years.
机译：互联网从一般信息空间到电子市场空间的快速发展为用户提供了在数千个网站之间导航以比较产品和商家，进行购买或获得某些所需服务的可能性。但是，从用户的角度来看，这种导航通常需要花费大量时间在网络上，以进行令人满意的各种选择比较。从供应商的角度来看，有必要考虑到每个客户的类型，他/他的喜好，习惯等，以适合客户的方式向他们推荐产品。在这种情况下，通常表示为企业对客户（B2C） ）电子商务，在电子商务活动中使用软件代理作为中介者似乎特别有前途。在本文中，我们描述并分析了代理在B2C电子商务应用程序中扮演的各种角色。此外，我们提出了一种名为E〜2-CBB的消费者购买行为模型，该模型将新出现的问题视为解决语义异质性的能力以及Web商店的自适应表示形式。通过使用这种模型，我们对过去十年中文献中提出的用于管理B2C电子商务的许多基于代理的方法进行分类和比较。

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