Um estudo sobre a teoria dos jogos e negociação em mercados eletrônicos na compra e venda de bens e serviços

Abstract

With the appearance of new scenery in the commercial relationships, where the people have several possibilities to get the products and services that they need, a new one is born was, the era of the knowledge society or the new economy or digital economy. The businesses world has been trying a scenery of mutations every time growing and of more agile and efficient informational and communitional technologies, offering answers to the companies and their respctive costomers. Accordmg to Sallim (2004), to understand of the market, the model of the Five Forces aids the understanding of the main competitive pressures and it evaluates the intensity and fhe importance of each one of them. This work treats of an analysis of the applicability of the Game Theory in the negotiation in electronic markets, in the purchase and sale of goods and products. The relevance of this study is covered of the possibitity of identifying the similarities or identities of the elements of the Game Theory with the e-commerce characteristics to conquer new customers. For so much, we used as iIIustration two examples that demonstrate as the negotiations are acocomplished at eletronic markets. The first was the purchase of a brand new Uno- Mille car and the second the acquisition of an automobile, by the MercadoLivre auction. After the analysis of the results, we observed two different situations: the first is ralative to the modality B2C, where the Game Theory was shown Iittle appropriatte; the second is in the modality C2C, in which the Game Theory was shown appropriate.