Multi-agent technology and ontologies to support personalization in B2C E-Commerce

Highlights：

• Merchants and customers are provided by software agents, managing their profiles, to consider their competencies in the performed B2C activities.

• The underlying CBB model provides MAST with a useful starting point and guideline to identify and suitably weight the events composing a B2C process.

• Software agents use the XML to: manage agent profiles and messages; represent categories and instances; realize communications in ACML language.

• An Ontology model, used as a common agent language, allows to give a unique representation of products and categories belonging to various cataloges.

• An e-payment protocol, called AIPP (Agent Internet Payment Protocol), based on existing financial institutions, fully compliant with the standard FAST framework, it is used together with single-use account identifiers in order to perform safe and trusted payments.

• A “yellow page” service is available for all the agents.

摘要

•Merchants and customers are provided by software agents, managing their profiles, to consider their competencies in the performed B2C activities.•The underlying CBB model provides MAST with a useful starting point and guideline to identify and suitably weight the events composing a B2C process.•Software agents use the XML to: manage agent profiles and messages; represent categories and instances; realize communications in ACML language.•An Ontology model, used as a common agent language, allows to give a unique representation of products and categories belonging to various cataloges.•An e-payment protocol, called AIPP (Agent Internet Payment Protocol), based on existing financial institutions, fully compliant with the standard FAST framework, it is used together with single-use account identifiers in order to perform safe and trusted payments.•A “yellow page” service is available for all the agents.