隨著網際網路的蓬勃發展，造成越來越多的企業透過網路進行商業活動，也因而讓電子化談判越來越興盛。電子化談判能夠讓人們除去時間、空間的障礙，也增加談判的效率及效能。在網際網路的發展再加上全球化的影響下，國際談判的機會增加了。在國際談判中，為了和來自不同國家、文化的人溝通，人們常常被迫使用非母語作為溝通的工具。而電子化談判中，語言的使用對於談判過程占了很重要的關鍵，因此，瞭解語言使用對於電子化談判的影響，是一個重要的議題。
過去雖有一些使用母語和非母語在溝通、談判的研究，但由於不同媒體豐富度會影響談判活動，所以過去的研究結果無法推論到電子化談判的情境。電子化談判提供了談判過程的歷史紀錄功能，這些資料可以作為分析談判過程的依據。本研究採用內容分析法，即依據談判過程的紀錄去分析談判者的策略行為。
本研究是一篇探索性研究，最後提出四個命題：第一，使用母語和非母語會對電子化談判行為有影響。第二，使用母語的談判者會比較多claiming value的談判策略行為。第三，相較於非母語使用，使用母語的談判者有比較高的溝通效率及效益。第四，相較於非母語的使用，使用母語的談判者比較容易達成協議。

With the rapid growth of the Internet, more and more business conducted commercial activities electronically. It brought more and more electronic negotiations.
Electronic negotiations solve the time and space problems between negotiators, and they could raise efficiency and effectiveness of negotiation. Furthermore, world-wide Internet access and globalization have increased the amount of international negotiations conducted online. To communicate with others coming from different countries, people maybe force to use non-native language as communication tool. Language usage is an important factor in electronic negotiation.
Some studies on language usage on communication and traditional negotiation, and the findings can’t apply to the e-negotiation because of the degree of media richness has been shown to affect negotiations. E-negotiation provides the function of recording negotiation history, and the negotiation history could be used to analyze the negotiation process. This study used content analysis methodology to analyze the strategic behavior of negotiators.
This study is an exploration study, and provides four propositions: first, the language usage (native vs. non-native language) will impact e-negotiation behavior. Second, negotiators using native language employ more claiming value strategic behaviors than negotiators using non-native language. Third, compared with non-native language, negotiators will have higher communication effectiveness and efficiency when using native language in negotiation. Forth, compared with non-native language, negotiators will be easier to reach agreement when using native language in negotiation.

Chapter 1. Introduction 4
1.1 Background 4
1.2 Motivation 5
1.3 Research Purpose 7
Chapter 2. Literature Review 8
2.1 Negotiation and Negotiation Support Systems 8
2.1.1 Negotiation and Communication 8
2.1.2 Structure of Negotiation Support Systems 9
2.1.3 Electronic communication 10
2.2 Language 11
2.2.1 Native language and Non-native language 12
2.2.2 Second language communication strategies 13
2.2.3 Language use in negotiation 14
2.3 Negotiation Strategies 15
2.3.1 Dual Concern Model 15
2.3.2 Negotiation strategies and communication 16
2.4 The Coding Scheme of Content Analysis in Negotiation 17
2.4.1 Strategic coding scheme 17
2.4.2 Behavioral coding scheme 18
Chapter 3. Research Model 21
3.1 Conceptual Framework 21
3.2 Coding Scheme Development 22
Chapter 4. Content Analysis 27
4.1 Data collection 27
4.2 Content Analysis Process 30
Chapter 5. Data Analysis and Result 39
5.1 Descriptive Statistics 39
5.2 Chi-square Tests 41
5.3 Discussions and Proposed Proposition 45
Chapter 6. Discussions and Conclusions 48
6.1 Empirical Findings and Applications 48
6.2 Limitation 48
6.3 Future Research 49
Reference 50

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