本研究旨於檢視外國商務人士如何在中國與台灣建立與維持關係的方式。
在儒家社會中，關係於商業中是相當重要且有利的資產；因此，外國商務人士勢
必要了解關係的深刻意涵。本研究透過來自德國、阿拉伯、玻利維亞及美國商務
人士之經驗, 以闡明其於中國及台灣所遭遇之生意上的困難之處。在建立與維持關
係的過程中, 商務人士運用特定的技巧, 例如展現慷慨或是參與非生意相關的的
一些私人活動, 以建立關係的品質。外國商務人士首先必須要接納中華文化及規
範。維持關係的技巧有很多, 本研究發現, 在所有技巧中所包含的內在動機, 皆必
須要展現對欲維持關係對象的關心。關係的連結已遠遠超越正式的生意關係, 其可
被視為是一相互的關心與信任。要建立令人值得信賴的關係, 溝通是一大關鍵; 然
而, 大部分的溝通並非是透過言語表達出來的。非言語的溝通會因不同的文化而產
生差異, 因此來自不同文化背景的人們, 也會因而使用不同非語言的表達方式。中
國與台灣在使用非語言表達方式時, 多較為保守, 同時又使用某些特定的舉止表
達尊敬與感謝之意。這點便直接反映出儒家思想潛藏的文化與倫理道德觀。故當
外國商務人士能夠應用中國與台灣的一些非言語的表達方式時, 便可以更加確保
相互理解的程度; 便也能夠大大提升關係發展的整體過程。

This research examines how foreign business practitioners build and maintain
guanxi in Confucian societies, such as China and Taiwan, considering the important role nonverbal cues play in the process of guanxi development. Business people use certain techniques, such as displaying generosity or joining in on non-business related personal activities in order to create guanxi quality. While there are numerous techniques for maintaining guanxi, the intrinsic motivation behind all techniques was found to be the display of personal care for those one wants to build and maintain guanxi with. Guanxi
connections go far beyond formal business relationships, as guanxi connections are characterized by mutual care and trust. Communication is the key for building trustworthy personal relationships, while the bigger part of communication is nonverbal. Nonverbal communication, in turn, varies from culture to culture, as people with different cultural backgrounds use different nonverbal cues. The Chinese and Taiwanese have a very reserved use of nonverbal cues, whilst having specific gestures for displaying respect and gratitude, which directly reflects the underlying cultural and ethical principles of the people living in Confucian societies. Therefore, once foreign business practitioners adapt to the nonverbal cues of the Chinese and Taiwanese mutual
understanding can better be ensured, which in turn drastically enhances the entire process of guanxi development.

論文審定書 i
摘要 ii
ABSTRACT iii
Index iv
Table Index vi
Figure Index vii
1. INTRODUCTION 1
1.1 Research Background and Motivation 3
2. LITERATURE REVIEW 5
2.1 Definition of Guanxi 5
2.2 Definition of Nonverbal Cues 11
3. METHODOLOGY 19
3.1 Framework 19
3.2 Research Design and Data Collection 25
3.3 Background Information of Interviewees 26
3.4 Data Analyzing Process 30
4. ANALYTICAL RESULTS 33
4.1 Factors for Guanxi Establishment 33
4.1.1 Doing business with guanxi 33
4.1.2 Doing business without guanxi 39
4.1.3 Allocation of benefits of guanxi to contributing factors of guanxi establishment 47
4.2 Building and Maintaining Guanxi in Confucian Societies 50
4.2.1 Building guanxi: Techniques for the establishment of a guanxi network 50
4.2.2 Maintaining guanxi: Creating intimacy and building guanxi quality 61
4.3 Four-Stage Model and its Relevance for Foreign Business Practitioners. 70
4.3.1 Four-Stage Model for foreign business practitioners 70
4.3.2 Special position for foreign business practitioners 80
4.4 Nonverbal Cues 85
4.4.1 Nonverbal cues of Chinese and Taiwanese 85
4.4.2 Adapting nonverbal cues 93
5. CONCLUSION, LIMITATION AND FUTURE DEVELOPMENT 112
5.1 Conclusion 112
5.2 Limitation 115
5.3 Suggestion for Future Development 116
5.4. Managerial Implication 117
REFERENCES 118
APPENDIX 123
Table Index
Table 3-1 Cultural and Ethical Contributing Factors for Guanxi Establishment 20
Table 3-2 Top 5 Techniques for Building Guanxi in Confucian Societies 20
Table 3-3 Profile of Interviewee A 27
Table 3-4 Profile of Interviewee B 27
Table 3-5 Profile of Interviewee C 28
Table 3-6 Profile of Interviewee D 28
Table 3-7 Profile of Interviewee E 29
Table 4-1 Doing Business with Guanxi 38
Table 4-2 Doing Business without Guanxi 44
Table 4-3 Doing Business with Guanxi vs. Doing Business without Guanxi 45
Table 4-4 Allocation of Benefits of Guanxi to Contributing Factors 49
Table 4-5 Techniques for Maintaining Guanxi 67
Table 4-6 Intrinsic Motivation of Techniques for Maintaining Guanxi 68
Table 4-7 Interviewees’ Opinion on Four-Stage Model 78
Table 4-8 Focus on Different Aspects of Nonverbal Cues 109
Figure Index
Figure 3-1 Theoretical Framework 23
Figure 4-1 China in Comparison with Taiwan 90

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