A study on adoption of e-Negotiation through software agents

Abstract

Electronic negotiation (e-negotiation) is a relatively new technology that has been grown as a result of the growth of electronic commerce (e-commerce). While researchers have explored a diverse range of topics in the area of e-negotiation, a new topic was found adoption of e-negotiation through software agent , which requires needs further exploration. The present study contributes to the research in the area of e-negotiation, by proposing a theoretical model that explains the factors that affect the adoption of e-negotiation through software agents. On the basis of the available literature on the technology acceptance, and review of three similar theories i.e. the Technology Acceptance Model (TAM), the Diffusion of Innovation Theory (DOI), and the Theory of Planned Behaviour (TPB) the present research have been planned. Researchers develop a theoretical model of e-negotiation adoption by identifying various factors and interrelationships amongst them that are valid in the context of electronic negotiation through software agents. To the proposed model, researchers used a readymade electronic negotiation simulator tool named GENIUS for participants to experience e-negotiation. They have also conducted a survey instrument, adapted from previous studies, to assess participant s attitudes for e-negotiation and perceptions towards using e-negotiation. Demographic analysis indicates that there is significant variation among the participants of the survey study as the gender, age group, income level. Regression analysis indicates that attitude for e-negotiation and other associated beliefs have a significant influence on adoption of e-negotiation technology through software agents. Researchers also find that perceptions of negotiation outcomes, which affect e-negotiation adoption. Understanding people s adoption intention to use e-negotiation can help in developing of new and more effective e-negotiation tools, so the use of electronic negotiation through software agent increases.