An Electronic Economic Mechanism Based on Interpersonal Relationship

Recently, electronic commerce has been increasing. In the electronic marketplace, buyers and sellers evaluate each item with each other, and buy/sell the item. The history of trading are stored in the database and can be used it by traders in subsequent trading. Human relationships information of traders can also be stored by applying and change the database in the electronic commerce system. In actual trade in real world, item's price is sometimes affected by the relationship between them. This paper focuses on the trading in which buyers and sellers have an asserted relationship such as friend on the Internet. This paper analyzes items' values which is defined by items' prices and the relationships. Also, we propose a trading protocol including the relationship between sellers and buyers based on the analysis. In the protocol, first, the seller and the buyer evaluate the relationship. Then, the successful trader is determined based on synthesis evaluations. Finally, the seller and successful buyers trade with each other in the calculated price. The Advantage of our protocol is that appropriate evaluations of trading partners can be obtained by various attributes based on Multi-Attribute Utility Theory.