Evolution of agent-based technology presents
behavioral learning and sustainable negotiation challenges
in e-commerce applications. In particular, the challenge of
designing the negotiation strategy to incorporate
sustainability in e-commerce business that can leverage the
agent to reach its objectives by increasing the negotiation
coordination and cooperation with the opponent agents.
Therefore, the proposed research introduces the
negotiation strategy sustainable solution using a cognitive
fuzzy-based behavioral learning system which can change
the preferences of negotiating agents according to human
psychological characteristics. It will mimic the attitudes of
human risk, patience and regret during the course of
bilateral negotiation and also change the preference
structures according to the fuzzy logic rules. As a result,
the proposed negotiation strategy makes significant
improvements on various parameters such as utility value,
success rate, total negotiation time, and communication
overhead while changing the negotiation rounds from 50
to 500. Since this system leverages the negotiation strategy
of the agent by taking appropriate decisions to reach better
agreement based on the interest, belief and psychological
characteristics of negotiating opponents. Moreover, the
usage of negotiation in the cloud-based platform can
leverage the e-commerce applications to handle as many
requests as possible due to its dynamic elasticity
