个性化移动电子商务优化代理仲裁机制研究

Research of Personalized Mobile Ecommerce Intermediary Architecture

正在兴起的移动电子商务,由于移动通讯自身特点的限制,使得个性化服务在移动电子商务中的地位显得尤为重要。针对这些情况,本文提出了以用户为中心,并根据移动电子商务的特点,基于代理仲裁机制结构的管理模式。并且,首次在移动电子商务中提出了主动用户和潜在用户,考虑个人信息属性,运用加权和法的效用理论进行最有效地仲裁。以此实现个性化的移动电子商务服务,提高移动电子商务效率及企业利润,降低成本。

Because of spring up of mobile E- commerce and disadvantage of mobile communication technology, individuation mobile commerce becomes more important in E - commerce. In this paper, we present the manage mode based intermediary architecture in this case, the architecture is center of users according to the characteristics of mobile commerce. And also the conception of initiative buyers and potential buyers,calculate individual information attributes,and apply method of multi -attribute utility to efficient intermediary are presented. Those help to implement the mobile commerce,improve efficiency of mobile commerce and profit of enterprises ,reduce trade cost ,impulse and suit to the development of intending mobile commerce.