This paper proposes an architecture for a pervasive negotiation support system that runs unobtrusively; that is, one in which users do not need to be aware of their current context. We apply context-aware computing technology to both acquire and manage the user's current context, especially location. For pervasive and mobile transaction, one of our main ideas is to manage negotiation strategies so that they can be accessed and monitored by the transaction participants. We evaluate using a semantic web approach to realize this feature. We implement a prototype system, SmartGuide, and construct two examples to demonstrate the feasibility of the idea proposed in this paper and to evaluate the prototype system. (C)\ 2005 Elsevier Ltd. All rights reserved.