E-Commerce Environments as E-Commerce Environments as 3D Electronic Institutions3D Electronic Institutions

Anton Bogdanovych, University of Technology Sydneye-Markets Research Group

22Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

InstitutionsInstitutions

OutlineOutline

• MotivationMotivation• Research QuestionsResearch Questions• ObjectivesObjectives• BackgroundBackground• 3D Electronic Institutions3D Electronic Institutions• LearningLearning• EvolutionEvolution• Conclusion and Future WorkConclusion and Future Work

33Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

InstitutionsInstitutions

Drawbacks in contemporary E-Drawbacks in contemporary E-Commerce systemsCommerce systems

Mot

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44Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

InstitutionsInstitutions

Drawbacks in contemporary E-Drawbacks in contemporary E-Commerce systemsCommerce systems

• Poor product presentation and advertisementPoor product presentation and advertisement• Information overloadInformation overload• Inconsistency throughout different interfacesInconsistency throughout different interfaces• Lack of Social interactionsLack of Social interactions• Awareness of othersAwareness of others• The needs of emotional customers are not The needs of emotional customers are not

addressed (addressed (Approximately 70% of all buying Approximately 70% of all buying decisions are made by the shopper in the decisions are made by the shopper in the store - store - Progressive Grocer; 10/1/1996; Progressive Grocer; 10/1/1996; Armata, Kevin Armata, Kevin ))

Mot

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55Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

InstitutionsInstitutions

Research questionsResearch questions

• What technology to use for addressing the What technology to use for addressing the drawbacks of contemporary E-Commerce?drawbacks of contemporary E-Commerce?

• What methodology to apply?What methodology to apply?• How to automate the process of creating of E-How to automate the process of creating of E-

Commerce environmentsCommerce environments• How to facilitate the participation of software How to facilitate the participation of software

agents there and make them believable and agents there and make them believable and intelligent?intelligent?

• How to permit the evolution of E-Commerce How to permit the evolution of E-Commerce environments so that the new drawbacks can be environments so that the new drawbacks can be identified and the solution to address them can identified and the solution to address them can be computed?be computed?

Mot

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66Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

InstitutionsInstitutions

3D Electronic Institutions3D Electronic Institutions

3D Virtual Worlds•Social•Consistent•Location awareness•Rational & emotional customers•Not structured interactions

Electronic Institutions•Structured Interactions•Secure•Strong methodology•Guarantees that participants adhere to the institutional rules and fulfill the obligations

3D Electronic Institutions•Social•Secure•Structured Interactions

Mot

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• No methodological supportNo methodological support

77Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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Research ObjectivesResearch Objectives

• Establishment of the 3D Electronic Establishment of the 3D Electronic Institutions concept and applying it Institutions concept and applying it to the domain of E-Commerceto the domain of E-Commerce

• User Modeling and Learning in 3D User Modeling and Learning in 3D Electronic InstitutionsElectronic Institutions

• Evolution of 3D Electronic Evolution of 3D Electronic InstitutionsInstitutions

Ob

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88Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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3D Experience in E-Commerce3D Experience in E-Commerce

Virtual experience vs direct and indirect experiencesVirtual experience vs direct and indirect experiences

Terry M. Daugherty, Vanderbilt University, USA, 2001Terry M. Daugherty, Vanderbilt University, USA, 2001

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99Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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3D store example3D store example

Luca Chittaro, University of Udine, Italy, 2004Luca Chittaro, University of Udine, Italy, 2004

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1010Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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Does 3D shopping make Does 3D shopping make sense?sense?

• Has more residents than Miami

• Has bigger GNP per capita than Bulgaria

Norrath, The online world created by Sony

Virtual worlds are one of a few online businesses that make money on the Web

Edward Castronova, USA, Edward Castronova, USA, 20032003

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1111Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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Project Entropia multi-user game:Project Entropia multi-user game:Virtual Island sold for 26500 USDVirtual Island sold for 26500 USD

Rights available to the purchaser of the island:- A unique castle (furniture not included) - Hunting (including native forms of wildlife) - Mining (both minerals and enmatters) - Taxation rights on hunting and mining activities on the island - Income from the sale of land lots. Five lots per month will be available for sale under the duration of one year. These 60 lots alone have an estimated market value of 300 000 PED. - Massive revenue potential

Treasure Island (6000 Acres/25 km²)

Does 3D shopping make Does 3D shopping make sense?sense?

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1212Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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3D Virtual Worlds – future 3D Virtual Worlds – future trendstrends

Scanning Physical interaction behaviors Scanning Physical interaction behaviors of 3D objectsof 3D objects

Dinesh K. Pai, The University of British Columbia, 2005Dinesh K. Pai, The University of British Columbia, 2005

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1313Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

InstitutionsInstitutions

3D Virtual Worlds – future 3D Virtual Worlds – future trendstrends

Fast automated 3D Model ReconstructionFast automated 3D Model Reconstruction

Christian Frueh, University of California at Berkeley, 2005Christian Frueh, University of California at Berkeley, 2005

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1414Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

InstitutionsInstitutions

Electronic InstitutionsElectronic Institutions

• Natural extension of the Natural extension of the social conceptsocial concept of institutions as regulatory systems of institutions as regulatory systems shaping human interactions shaping human interactions

• Software systems inhabited by Software systems inhabited by autonomous entities = software agentsautonomous entities = software agents

• Agents interact according to predefined Agents interact according to predefined conventions on conventions on languagelanguage and and protocolprotocol

• Conventions guarantee that certain Conventions guarantee that certain normsnorms of behaviour are enforced of behaviour are enforced

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1515Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

InstitutionsInstitutions

Electronic InstitutionsElectronic Institutions

Conventions Conventions – on Languageon Language = = Dialogical Dialogical

FrameworkFramework– on Activitieson Activities = = Performative Performative

StructureStructure– oon Behaviourn Behaviour = = NormsNorms

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1616Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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Dialogical FrameworkDialogical Framework

• Language (Ontology)Language (Ontology)• Illocutionary ParticlesIllocutionary Particles

– Theory of Speech ActsTheory of Speech Acts– Particles are Particles are inform, failureinform, failure or or requestrequest

• Organizational Structure of the Agent Organizational Structure of the Agent SocietySociety

• RolesRoles– External Vs. InternalExternal Vs. Internal– IncompatibilitiesIncompatibilities– RelationshipsRelationships

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1717Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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Dialogical FrameworkDialogical Framework

OntologyOntology

(start_double_auction: -> boolean)(start_double_auction: -> boolean)

(offer:int*float -> boolean)(offer:int*float -> boolean)

(demand:int*float -> boolean)(demand:int*float -> boolean)

(want_to_buy:String -> boolean)(want_to_buy:String -> boolean)

(want_to_sell:String -> boolean)(want_to_sell:String -> boolean)

(close_meeting: -> boolean)(close_meeting: -> boolean)

(close_wait: -> boolean)(close_wait: -> boolean)

Role Role HierarchyHierarchy

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1818Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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Performative StructurePerformative Structure

• Defines the Defines the DialoguesDialogues in which Agents in which Agents might participatemight participate

• Each Each ActivityActivity an Agent performs is an Agent performs is associated with a Dialogue among the associated with a Dialogue among the group of agents involved in this group of agents involved in this ActivityActivity

• Dialogues are referred to as Dialogues are referred to as ScenesScenes

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1919Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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Performative StructurePerformative Structure

• Fixes the Fixes the ProtocolProtocol (possible dialogues) (possible dialogues) which might be enacted in each Scenewhich might be enacted in each Scene

• Defines the applicable Defines the applicable Sub-LanguageSub-Language of a particular Sceneof a particular Scene

• Minimum and Maximum number of Minimum and Maximum number of participantsparticipants

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2020Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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Performative StructurePerformative Structure

• Agents transit is regulated by special Agents transit is regulated by special scenes referred to as scenes referred to as TransitionsTransitions

• Transitions are used toTransitions are used to rre-routee-route agents agents

• Agents areAgents are synchronized synchronized via different via differenttypestypes of transitions of transitions

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2121Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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Performative Structure Performative Structure ExampleExample

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2222Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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Performative StructurePerformative Structure

• Behind the ScenesBehind the Scenes– A A Finite-State MachineFinite-State Machine (FSM) regulates the (FSM) regulates the

Flow of AgentsFlow of Agents within particular scenes within particular scenes– The FSM contains special states defining The FSM contains special states defining

possible possible EnterEnter and and ExitExit points for agents points for agents– ArcsArcs between states are labelled with between states are labelled with

illocutionary patternsillocutionary patterns– Uttered illocutions change the state of the Uttered illocutions change the state of the

FSMFSM

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2323Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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FSMFSM:: Behind the Scenes Behind the Scenes

Example Illocution:

(W0 W1(inform (?s seller) (?t tradeMgr) offer(?qty ?price)) (?qty > 0 ))

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2424Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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NormsNorms

• NormsNorms impose restrictions on actions impose restrictions on actions agents are allowed to perform in scenesagents are allowed to perform in scenes

• Agents acquire Agents acquire CommitmentsCommitments / / ObligationsObligations within an Electronic within an Electronic Institution while talkingInstitution while talking

• CommitmentsCommitments / / ObligationsObligations restrict restrict future actions of the agentfuture actions of the agent

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2525Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

InstitutionsInstitutions

Electronic Institutions Development Electronic Institutions Development EnvironmentEnvironment

Common Ontology and

language Agent Roles Multi-agent Protocols Network of protocols Norms

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2626Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

InstitutionsInstitutions

3D Electronic Institutions3D Electronic Institutions

3D E

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3DEI = <SP, V>3DEI = <SP, V>wherewhere

SPSP stands for Specification of the institutionstands for Specification of the institutionVV stands for Visualization of the institutionstands for Visualization of the institution

SP = <DF, PS, N, A>SP = <DF, PS, N, A>wherewhere

DFDF stands for Dialogical Frameworkstands for Dialogical FrameworkPSPS stands for Performative Structurestands for Performative StructureNN stands for Normsstands for NormsAA stands for visualization related Annotations of the specificationstands for visualization related Annotations of the specification

V = <R, T, D, IA, EA, VA, M, O>V = <R, T, D, IA, EA, VA, M, O>wherewhere

RR stands for Roomsstands for RoomsTT stands for Transitionstands for TransitionDD stands for Doors stands for Doors IAIA stands for Internal Agentsstands for Internal AgentsEAEA stands for External Agentsstands for External AgentsVAVA stands for Visualization of the annotated contentstands for Visualization of the annotated contentMM stands for the map of the institutionstands for the map of the institutionOO stands for obligations of the participant towards the institution (visualized as stands for obligations of the participant towards the institution (visualized as a backpack)a backpack)

2727Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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3D Electronic Institution 3D Electronic Institution ArchitectureArchitecture

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2828Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

InstitutionsInstitutions

Generating 3D Electronic Generating 3D Electronic InstitutionsInstitutions

3D E

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2929Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

InstitutionsInstitutions

Generating 3D Electronic Generating 3D Electronic InstitutionsInstitutions

Two approaches: Two approaches:

• Euclidian Representation (rectangular Euclidian Representation (rectangular dualization – Sara Drago, Massimo dualization – Sara Drago, Massimo Ancona, University of Genoa, Italy)Ancona, University of Genoa, Italy)

• Non Euclidian (teleporting, shape Non Euclidian (teleporting, shape grammars, Mary Lou Maher, Sydney grammars, Mary Lou Maher, Sydney University, Australia)University, Australia)

3D E

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3030Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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Runtime ArchitectureRuntime Architecture

3D E

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3131Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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Runtime ArchitectureRuntime Architecture

3D E

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3232Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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Learning - the visionLearning - the vision

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3333Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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Learning – related workLearning – related work

Aris Alissandrakis, Aris Alissandrakis, University of Hertfordshire, University of Hertfordshire,

UK, 2001UK, 2001

Carlos A. Acosta Carlos A. Acosta Calderon, Calderon,

University of University of Essex UK, 2005Essex UK, 2005

ImitationImitation

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Daphna Daphna Buchsbaum, MIT Buchsbaum, MIT Cambridge, 2005Cambridge, 2005

3434Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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Learning – related workLearning – related work

Ronan Le Hy, Ronan Le Hy, Montbonnot, France, 2004Montbonnot, France, 2004

TrainingTraining

Relevent VariablesRelevent Variables

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3535Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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Learning – related workLearning – related work

Anton Bogdanovych & Mathias Bauer, German Research Center for AI Anton Bogdanovych & Mathias Bauer, German Research Center for AI (DFKI), 2004(DFKI), 2004

Using trajectory to Using trajectory to asses:asses:

• Cognitive loadCognitive load• Future behaviourFuture behaviour• Significant Significant

locationslocations

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3636Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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Learning – what to learn?Learning – what to learn?

• Position + time = trajectory, velocityPosition + time = trajectory, velocity• Eye direction, head rotation = visible Eye direction, head rotation = visible

itemsitems• CollisionsCollisions• Positions of the othersPositions of the others• GesturesGestures• ActionsActions• TextText• Distance to objectsDistance to objects

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3737Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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Whom to train?Whom to train?

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3838Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

InstitutionsInstitutions

Learning – proposed Learning – proposed approachapproach

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Social and Institutional Levels Social and Institutional Levels

3939Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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Lea

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Learning – proposed Learning – proposed approachapproach

4040Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

InstitutionsInstitutions

Evolution of 3D Electronic Evolution of 3D Electronic InstitutionsInstitutions

• Evolution is the implication of learningEvolution is the implication of learning• Based on observing the behavior of Based on observing the behavior of

participants to understand how the participants to understand how the institution should be changed to make institution should be changed to make the interactions inside more efficientthe interactions inside more efficient

• Includes changes in the visualization as Includes changes in the visualization as well as changes in the specificationwell as changes in the specification

• May happen automaticallyMay happen automatically

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4141Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

InstitutionsInstitutions

Evolution of 3D Electronic Evolution of 3D Electronic InstitutionsInstitutions

Luca Chittaro, University of Udine, Italy, 2004Luca Chittaro, University of Udine, Italy, 2004

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4242Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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ConclusionConclusion3D Electronic Institutions:3D Electronic Institutions:

• Are based on Electronic Institutions and Are based on Electronic Institutions and Virtual WorldsVirtual Worlds

• Provide immersive environment for E-Provide immersive environment for E-Commerce Commerce

• Bring humans into Electronic InstitutionsBring humans into Electronic Institutions• Are social and secure at the same timeAre social and secure at the same time• Can be semi-automatically generated from Can be semi-automatically generated from

the Electronic Institution specificationthe Electronic Institution specification• Provide facilities for learningProvide facilities for learning• Evolution is possibleEvolution is possible

Con

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4343Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic Anton Bogdanovych, University of Technology Sydney E-Commerce Environments as 3D Electronic

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Next StepsNext Steps• Automatic Generation of 3D Automatic Generation of 3D

Electronic InstitutionsElectronic Institutions• Conduct a Field TrialConduct a Field Trial

– test acceptance, usability, test acceptance, usability, performanceperformance

• Learning – implementation & Learning – implementation & validationvalidation

• EvolutionEvolution

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