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Next-generation mobile networks will create semantic-aware environments populated with diverse types of ubiquitous communication-enabled devices which will provide a remarkable selection of heterogeneous resources (information, multimedia, services and products). Consequently, such an environment will require efficient mechanisms which can match demands (requested resources) to supplies (available resources), anywhere and anytime. In this paper, an economic approach to solving this problem combined with AI concepts is proposed. A multi-agent system for enabling B2C mobile commerce within the semantic-aware environment of next-generation mobile networks is designed. The proposed multi-agent system provides an appropriate solution for both mobile consumers (who often posses several mobile terminals) and businesses that act as resource providers. The efficiency of our model is realized by utilizing mobile software agents and by applying a resource discovery process which uses two-level filtration of available resources before a final ranked set of eligible resources is recommended to consumers in response to their needs. The filtration processes not only consider the semantic information associated with available resources, but also analyze ratings regarding the actual performance of resource providers (with respect to both price and quality) and the prices paid by providers for advertising their resources.