隨著全球化經濟的影響與網際網路科技的普及，發展出電子商務市場，而伴隨著電子商務市場的成長，線上談判活動在許多商業行為中所扮演的角色也越來越重要，諸如議價、簽約等。同時，網際網路的全球可連結性，大大的增加了不同國家、文化的談判者進行線上談判的機會，於是跨文化的線上談判日益普遍，因此造就了跨國談判的新局勢。
面對跨國、跨文化談判時，文化對於談判策略與行為的影響，是一很重要的因素，對談判者而言，瞭解文化對談判的影響，包含不同文化的談判行為、對手文化的影響、不同文化背景受對手文化的影響是否有所差異等，都是十分重要的課題，然而過去研究文化對談判行為或策略的影響，大都是面對面的談判情境，同時也僅探討部分行為現象而已，並未解答上述的所有問題。除此之外，過於研究也顯示媒體不同會影響談判行為，所以過去研究結果未必適用於線上談判，於是本研究的目的在於探索文化差異對於成對的線上談判策略的影響，以及深入探究在同文化與跨文化的線上談判中，談判策略的差異。進一步來說，本研究亟欲探討東方文化與西方文化談判者在面對不同文化的談判對手時，其談判策略的轉變。隨著線上談判系統的精進，本研究藉以完整談判記錄的優勢，採用內容分析法詳細分析每一筆談判者傳送的訊息，希望藉此更精準地探索文化對於線上談判的策略行為之影響。
依據研究之結果，提出文化差異對線上談判的策略行為表現上提出四大命題，第一，在同文化與跨文化談判之間，談判者的策略行為有顯著的差異；第二，面對同文化與跨文化談判情境時，東方文化的談判者會有不同的策略行為表現；第三，面對同文化與跨文化談判情境時，西方文化的談判者會有不同的策略行為表現；最後，跨文化談判中，顯然會比同文化談判有較多競爭資訊的策略行為（distributive information），這些結果不僅可以作為未來深入分析或嚴謹的實驗法參照的依據，也可作為跨國線上談判未來研究之參考。

Because of global economic influence and the prevalence of internet technology, the new e-commerce market gradually takes form. The more e-commerce grows the more e-negotiation activities increase. In the meanwhile, growing access to the worldwide has increased the amount of international, cross-cultural e-commerce negotiations conducted online. Due to increasing probability of inter-cultural factors in e-negotiation, understanding strategies over e-negotiations and discovering the impact of culture on strategies of e-negotiations become increasingly important. The purpose of this study is to explore the impact of different cultures on strategies of dyadic e-negotiations and to investigate the difference of strategy both in intra- and inter-cultural e-negotiation. Going to more detailed, this study further examines how Eastern and Western negotiators differ from each other in terms of their strategic adjustments. In order to have more comprehensive understanding of the impact of culture on the actual negotiation strategic behaviors in negotiation processes, we apply content analysis, which is more thorough than the questionnaire in terms of qualitative criteria.
According to the result of this study, there are four major propositions: firstly, there are differences between intra- and inter-culture e-negotiation; secondly, the negotiation behavior of Easterners in inter-cultural negotiations will be different from that in intra-cultural negotiations; thirdly, the negotiation behavior of Westerners in inter-cultural negotiations will be different from that in intra-cultural negotiations; and finally, inter-cultural negotiation consistently has more “distributive information” behavior in e-negotiations. These propositions can be analyzed from further viewpoints or conscientious experimentations in the future.

Chapter One: Introduction 1
1.1. Background 1
1.2. Research Motivation and Purpose 1
Chapter Two: Literature Review 4
2.1. Negotiation and E-negotiation 4
2.2. Culture 6
2.3. Negotiation Strategy 8
2.4. Interactions between Culture and Strategic Behaviors 10
2.5. Coding Schemes for Content Analysis 13
2.5.1. Coding Schemes of Negotiation Strategy 13
2.5.2. Coding Schemes of Negotiation Behavior 14
Chapter Three: Conceptual Framework 15
3.1. Conceptual Framework 15
3.2. Preliminary of Summarized Coding Schemes 16
Chapter Four: Content Analysis 21
4.1. Data Collection 21
4.1.1. Inspire System and Negotiation Case 21
4.1.2. Subject 22
4.2. The Fundamental Theory of Content Analysis 23
4.3. The Procedure and Result of Content Analysis 25
Chapter Five: Analysis Result 30
5.1. Descriptive Statistics 30
5.2. Culture and Negotiators’ Behaviors 31
5.3. The Inter-influence from Counterpart’s Culture 33
5.3.1. Behaviors in Intra- and Inter-cultural Negotiations 33
5.3.2. Easterners’ and Westerners’ Behaviors of Intra- and Inter-cultural Negotiations 35
5.3.3. Overall Comparison 37
5.4. Discussion and Proposed Proposition 40
Chapter Six: Discussions and Conclusions 42
6.1. Empirical Findings and Applications 42
6.2. Limitations 42
6.3. Future Research 42
References: 44

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