As a way to allocate lots of orders to many participants for vehicle allocation problem, this study has used an agent negotiation based reverse auction model. This agent negotiation provides coordination functions allowing all participants to make a profit, and accomplishing Pareto optimum solution from the viewpoint of a whole trucking cargo transportation network. In order to build a strategic cooperation relationship based on information sharing, this agent negotiation provides a coordination mechanism in which all the participants including consignors, brokerage firms, and car owners are able to attain their own profits, and also that ensure a competitive market. This study has tried to prove that the result of an agent-based negotiation is the Pareto optimal solution under the present market environment. We established a mathematical formulation for a comparison with the Integer Programming model, and analysing e-Marketplace, structure of shipping expenses and brokerage system in the trucking cargo transportation industry.