隨著全球性電子商務的盛行與網路科技的快速發展，線上談判的需求與日俱增且已成為管理者日常生活中不可或缺的一部分；而近年來，隨著女性在職場上的成就急遽升高，越來越多的企業擁有女性高階主管，女性面臨談判的機會越來越多，使得性別差異成為線上談判中的關鍵因素；因此，瞭解性別差異對線上談判的影響，已成為一項重要的議題。
本研究希望利用探索性研究及內容分析法找出性別和談判行為中的交互作用，並希望能提出相關命題供日後的研究作驗證。本研究的目的係透過不同性別的談判組合來瞭解，在線上談判中性別是否會影響談判行為及對手性別是否會影響談判者本來的行為表現。
經本研究利用內容分析法分析後發現，在線上談判中，男生、女生在談判行為上具有顯著差異，且談判者的行為會受對手的性別影響。另外，研究結果發現，在相同性別的談判組合中，談判者傾向表現出較多「提及關係」的行為；男性談判者在面對女性對手時，傾向表現較多「交換條件建議」的行為；女性談判者在面對男性對手時，會表現較多「負面情緒」的行為。

With the rapid development of global e-business and the popularity of Web technologies, e-negotiation has become an integral part of daily life for many managers in business. Moreover, female job achievements rose abruptly during these years. As greater numbers of females achieve upper level positions in business, the need to have an understanding of how gender affects negotiation behaviors becomes even more important. An awareness of the clear gender differences can help in managing conflicts in e-negotiations.
This study aims to discover some interesting findings about the interdependence of gender and negotiation behaviors by using the research methodologies of explorative research and content analysis. We expect to infer propositions which will be verified in future research and have some contributions. This study also tries to understand if gender has influence on negotiators’ behaviors and to determine whether negotiators’ behaviors have departures in different dyadic composition of gender.
This study reveals that females and males have different negotiation behaviors in e-negotiations, and negotiation behaviors are influenced by gender composition. Moreover, there are some differences in detailed negotiation behaviors between females and males in e-negotiations. Negotiators who meet the same gender counterparts have more “reference to relationship” behavior. When males negotiate with females, they have more “suggest package trade-off” behaviors. Females have more “show negative emotions” behaviors in negotiating with males.

Table of Contents
Chapter 1. Introduction 4
1.1. Background 4
1.2. Research Motivation 5
1.3. Research Purpose 6
Chapter 2. Literature Review 7
2.1. Negotiation and E-Negotiation 7
2.1.1. Basic Concept of Negotiation 7
2.1.2. Structure of E-Negotiation 8
2.2. Negotiation Behavior and Strategy 10
2.2.1. Negotiation Behavior 10
2.2.2. Negotiation Strategy 12
2.3. Gender Differences 16
Chapter 3. Research Framework 18
Chapter 4. Content Analysis 24
4.1. Data Collection 24
4.2. Behavior Categorization 27
Chapter 5. Analysis and Results 35
5.1. Descriptive Statistic 35
5.2. Gender and Negotiators’ Behavior 36
5.3. The Effect of Counterpart’s Gender 40
5.3.1. Negotiation behaviors in intra- and cross-gender negotiations 40
5.3.2. Females’ negotiation behaviors in intra- and cross-gender negotiations 44
5.3.3. Males’ negotiation behaviors in intra- and cross-gender negotiations 47
5.4. Discussions and Proposed Propositions 52
Chapter 6. Conclusions 54
6.1. Empirical Findings and Applications 54
6.2. Limitation 54
6.3. Future Research 55
References 56

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