隨著經濟全球化熱潮影響下，跨國的商業交易已是司空見慣之事。而網際網路技術的普及加速企業E化，無疑奠定電子商務發展基礎。電子商務的蓬勃發展愈顯得溝通媒介的多元化，使得人與人間的交易方式除了面對面外，也可能透過線上談判支援系統。除此之外，也讓商業談判觸角延伸至跨文化談判。因此，全球化經濟與網際網路的發達無疑創造跨國談判的新局面。
面對跨國談判時，文化對行為的影響是評估談判結果的重要因素。然而，隨著談判模式的多元化，談判不再限於面對面，線上談判也成為一股新趨勢。對於談判情境的轉變，傳統面對面談判中，文化與行為的關連是否會受到媒介不同而有不一樣的效果產生？對手文化是否會影響談判者本來的行為表現？一連串的問號都是本研究欲探討之議題。期待透過本研究的探討能給於企業主在面對跨文化談判時，有不一樣的思維及觀點。
經過本研究利用內容分析法分析後，發現在線上談判中，東西方文化談判者在部分行為上是有顯著差異，證實不管在傳統面對面談判或者CMC談判，文化對談判者的行為還是有一定影響力。另外，本研究也證實對手文化的確會影響談判者自身的行為表現，其中東方文化談判者會隨著對手文化調整自身行為；西方文化談判者也會隨著對手文化調整自身的部分行為。

The rapid development in global e-business has made the Internet an important and inevitable channel of trade and business communication, including e-negotiations, across countries. To have knowledge of how national culture may affect behavior, decision-making and negotiations is getting more important not only in conducting business but also in daily communications in the Internet age. The purpose of this study is to explore what will be different if people negotiate with counterparts who have different culture background. Will the negotiators behave differently when they negotiate with people who have different cultural background?
In order to have more comprehensive understanding of the impact of culture on the actual negotiation behavior of negotiators in a negotiation process, we decided to apply content analysis methodology has been applied to the draft of negotiation interactions collected through the Inspire system which has collected countless records of negotiation activities since 1996.

第一章 緒論...................................................5
第一節 研究背景...........................................5
第二節 研究動機...........................................6
第三節 研究目的...........................................7
第二章 文獻探討...........................................8
第一節 文化與談判.......................................8
第二節 談判雙方文化交互作用影響.........14
第三節 行為態勢.........................................18
第三章 研究架構.........................................25
第一節 研究架構與假說.............................25
第四章 研究設計.................................. ......28
第一節 資料蒐集.........................................28
第二節 內容分析流程.................................30
第五章 資料分析........................................ 38
第一節 敘述統計.........................................38
第二節 假說檢定.........................................40
第二節 檢定結果彙整分析與討論.............53
第六章 結論與建議.....................................57
第一節 研究發現與結論.............................57
第二節 研究貢獻.........................................58
第三節 研究限制.........................................59
第四節 研究方向與建議.............................59
參考文獻......................................................61

1. Adler, N.J. Do Cultures Vary?, (T. D. Weinshall ed.) Walter de Gruyter & Co., BerlinIn 1993, pp. 23-46.
2. Adler, N.J., and Graham, J.L. "Cross-Cultural Interaction: The International Comparison Fallacy?," Journal of International Business Studies (10), Fall 1989, pp 515-537.
3. Bacharach, S., and Lawler, E.J. Bargaining: Power, Tactics, and Outcomes Jossey-Bass, San Francisco, 1981.
4. Bazerman, M.H., Curhan, J.R., Moore, D.A., and Valley, K.L. "Negotiation," Annual Reviews Psychology (51) 2000, pp 296–299.
5. Berlo, D.K. The Process of Communication: An Introduction to Theory and Practice Rinehart and Winston, New York, 1960, pp. 40-72.
6. Beroggi, G.E.G. "An Experimental Investigation of Virtual Negotiations with Dynamic Plots," Group Decision and Negotiation (9) 2000, pp 415-429.
7. Bond, M.H., Wan, K.C., Leung, K., and Giacalone, R. "How are Responses to Verbal Insults Related to Cultural Collectivism and Power Distance?," Journal Cross-Culture Psychology (16) 1985, pp 111–127.
8. Brennan, R.L., and Prediger, D.J. "Coeffiecient Kappa: Some uses, Misuses, and Alternatives," Educational and Psychological Measurement (41) 1981, pp 687-699.
9. Brett, J.M. "Inter- and Intracultural Negotiation: U.S. and Japanese Negotiators," Academy of Management Journal (41:5) 1998b, pp 495-510.
10. Brett, J.M., Adair, W., Lempereur, A., Okumura, T., Shikkhirev, P., Tinsley, C., and Lytle, A. "Culture and Joint Gains in Negotiation," Negotiation Journal on the Process of Dispute Settlement (14:1) 1998a, pp 31-86.
11. Brett, J.M., and Okumura, T. "Inter- and Intracultural Negotiation: U.S. and Japanese Negotiators," The Academic of Management Journal (41:5) 1998, pp 495-510.
12. Brett, J.M., Shapiro, D.L., and Lytle, A.L. "Breaking the Bonds of Reciprocity in Negotiations," Academy of Management Journal (41) 1998, pp 410-424.
13. Bruner, J.S. The Process of Education Random house, New York, 1960, pp. 57-81.
14. Casse, P. Training for the Cross Cultural Mind, Society for Inter-Cultural Education, Training and Research Intercultural Press, Washington, DC, 1981.
15. Chan, C.W. "Transfer Pricing Negotiation Outcomes and the Impact of Negotiator Mixedmotives and Culture: Empirical Evidence from the U.S. and Australia," Management Accounting Research (9:2) 1998, pp 139-161.
16. Chen, M. Asian Management System: Chinese, Japanese and Korean Styles of Business Routledge, London, 1995.
17. Chua, E., and Gudykunst, W. "Conflict Resolution Styles in Low- and High-Context Cultures," Communication Research Report (4) 1987, pp 32–37.
18. Cohen, R. Negotiation across Cultures United States Institute of Peace, Washington, DC 1997.
19. Condon, J.C. "Communication Contact and Conflict: Perspective for the Conference," in: Intercultural encounters with Japan, J.C. Condon and M. Saito (eds.), Simul Press, Tokyo, 1972.
20. Deluga, R.J. "The Relationship of Upward Influencing Behavior with Subordinate Impression Management Characteristics," Journal of Applied Social Psychology (21:14) 1991, pp 1145–1160.
21. Deutsch, M.F. Doing Business with the Japanese The New American Library Inc., New York, 1984.
22. Diener, E. Deindividuation: The Absence of Self-awareness and Self-regulation in Group Members, 1980.
23. Dubrovsky, V.J., Kiesler, S., and Sethna, B.N. "The Equalization Phenomenon: Status Effects in Computer-Mediated and Face-to-Face Decision-Making Groups," Human-Computer Interaction (6) 1991, pp 119-146.
24. e-BusinessW@tch "The European e-Business Report: A Portrait of e-business in 10 Sectors of the EU Economy," e-Business W@tch: Bonn, 2004.
25. Fiske, S.T., and Taylor, S.E. Social Cognition McGraw Hill, New York, 1991.
26. Foster, D.A. Bargaining across Borders McGraw-Hill, New York, 1992.
27. Frederick, H.H. "Global Communication and International Relations," Canadian Journal of Communication (18:4) 1993.
28. Graham, J., Mintu-Wimsatt, A., and Rodgers, W. "Explorations of Negotiation Behaviors in Ten Cultures Using a Model Developed in the United States," Management Science (40:1) 1994, pp 72-95.
29. Graham, J.L. "Cross-Cultural Negotiations: A Laboratory Experiment," Marketing Science (4:2) 1985, pp 130-146.
30. Graham, J.L., and Mintu-Wimsat, A. "Culture's Influence on Business Negotiations in Four Countries," Group Decision and Negotiation (6) 1997, pp 483-502.
31. Graham, J.L., and Sanyo, Y. Smart bargaining: Doing business with the Japanese Ballinger, Cambridge, MA, 1984.
32. Gudykunst, W.B. International Communications Theory Sage Communications, Beverly Hills, 1983.
33. Gudykunst, W.B., and Ting-Toomey, S. "Culture and Affective Communication," American Behavior Science (31) 1988, pp 384–400.
34. Hall, E.T. The Silent Language Anchor Books, New York, 1973.
35. Hall, E.T. Beyond Culture Doubleday New York, 1976.
36. Hall, E.T. The Dance of Life: The Other Dimension of Time Doubleday, New York, 1989.
37. Hall, E.T., and Hall, M.R. Hidden Differences: Doing Business with the Japanese. Anchor Press/Doubleday, New York, 1987.
38. Hawrysh, B.M., and Zaichkowsky, J.L. "Cultural Approaches to Negotiations: Understanding the Japanese," International Marketing Review (7 2) 1989, pp 28-42.
39. Hofstede, G. Culture's Consequences Sage, Beverly Hills, 1980.
40. Hofstede, G. "Cultural Relativity of Organizational theories," Journal International Business Studies (14:2) 1983, pp 75-90.
41. Hofstede, G., and Bond, M. "Hofstede's Culture Dimensions: An Independent Validation Using Rokeach's Value Survey," Journal of Cross-Cultural Psychology (15) 1984, pp 417-433.
42. Holsti, O.R. Content Analysis for the Social Sciences and Humanities Addison-Wesley, Reading, MA, 1969.
43. Hopmann, P.T. "Negotiating Data: Reflections on the Qualitative and Quantitative Analysis of Negotiation Processes," International Negotiation (7) 2002, pp 81–84.
44. Howell, W.S. The Emphatic Communicator Waveland Press, Inc, Prospects Heights, IL, 1982, pp. 22-87.
45. Hsu, F.L. Rugged Individualism Reconsidered University of Tennessee Press., Knoxville, TN, 1983.
46. James, K. "The Social Context of Organizational Justice: Cultural, Intergroup, and Structural Effects on Justice Behaviors and Perceptions," in: Justice in the Workplace, R. Cropanzano (ed.), Erlbaum, Hillsdale, NJ, 1993, pp. 21–50.
47. Kersten, G.E., and Noronha, S.J. "WWW-based Negotiation Support: Design, Implementation, and Use," Decision Support Systems (25:2) 1999, pp 135-154.
48. Kharbanda, O.P., and Stallworthy, E.A. "Negotiation across Cultures," Journal of Managerial Psychology (6:4) 1991, pp 14 - 21, 49 - 52.
49. Kiesler, S., Siegel, J., and McGuire, T.W. "Social Psychological Aspects of Computer-Mediated Communication," American Psychologist (39) 1984, pp 1123-1134.
50. Koeszegi, S.T., Srnka, K.J., and Eva-Maria, P. "Electronic Negotiations-A Comparison of Different Support Systems," Die Betriebswirtschaft (66) 2006, pp 441-463.
51. Köszegi, S., Vetschera, R., and Kersten, G.E. "National Cultural Differences in the Use and Perception of Internet-based NSS -Does High or Low Context Matter?," Internet-based NSS) 2001, p 4.
52. Krippendorff, K. Content Analysis: An Introduction to its Methodology Sage, Beverly Hills, CA, 1980.
53. Leung, K. "Some Determinants of Conflict Avoidance," Journal of Cross-cultural Psychology (19:1) 1988, pp 125-136.
54. Leung, K. "Negotiation and Reward Allocations across Cultures," in: New Perspectives on International Industrial/Organizational Psychology, P.C. Early and M. Erez (eds.), Jossey-Bass, San Francisco, 1998.
55. Lewicki, R.J., Weiss, S.E., and Lewin, D. "Models of Conflict, Negotiation and Third Party Intervention: A Review and Synthesis," Journal of Organizational Behavior (13:3) 1992, pp 209-252.
56. Lituchy, T.R. "Negotiations between Japanese and Americans: The Effects of Collectivism on Integrative Outcomes," Canadian Administrative Science Quarterly (14:4) 1997, pp 386–395.
57. Lytle, A., Brett, J.M., Barsness, Z., Tinsley, C., and Janssens, M. "A Paradigm for Confirmatory Cross-Cultural Research in Organizational Behavior," Research in Organizational Behavior (17) 1995, pp 167- 214.
58. Maring, P. "Qualitative Content Analysis-Research Instrument or Mode of Interpretation?," in: The Role of the Researcher in Qualitative Psychology, M. Kreigelmann (ed.), Huber, Tubingen, 2002, pp. 139-148.
59. Markus, H.R., and Lin, L.R. "Conflictways: Cultural Diversity in the Meanings and Practices of Conflict," in: Cultural Divides, D. Miller and D. Prentice (eds.), Sage, New York, 1998.
60. Matheson, K., and Zanna, M.P. "Computer-mediated Communications: The Foucus Is on Me," Social Science Computer Review (8) 1990, pp 1-12.
61. McCall, J., and Warrington, M. Marketing by Agreement: A Cross-cultural Approach to Business Negotiations, (2 ed.) Avon Wiley, Chichester, 1989.
62. Moore, C.A. "The Japanese Mind: Essentials of Japanese Philosophy and Culture," Charles E. Tuttle, Tokyo, 1967, p. 290.
63. Ohbuchi, K., and Takahashi, Y. "Cultural Styles of conflict management in Japanese and Americans: Passivity, covertness, and effectiveness of strategies," Journal of Applied Social Psychology (24) 1994, pp 1343-1366.
64. Putnam, L.L., and Jones, T.S. "Reciprocity in Negotiations: An Analysis of Bargaining Interaction," Communication Monographs (48) 1982, pp 171-191.
65. Pye, L. Chinese Commercial Negotiations Style Oelgeschlager, Gunn and Hain, Cambridge, MA, 1982.
66. Rangaswamy, A., and Shell, G.R. "Using Computers to Realize Joint Gains in Negotiations: Towards an Electronic Bargaining Table," Management Science (8) 1997, pp 1147-1163.
67. Rao, A., and Schmidt, S. "A Behavioral Perspective on Negotiating International Alliances," Journal of International Business Studies (29:4) 1998, pp 665–694.
68. Redding, S.G. The Spirit of Chinese Capitalism Walter de Gruyter, New York, 1990.
69. Rourke, L., Anderson, T., Garrison, D.R., and Archer, W. "Methodological issues in the content analysis of computer conference transcripts," International Journal of ArtiWcial Intelligence in Education (12) 2001, pp 8–22.
70. Schoop, M., and Quix, C. "DOC.COM: A Framework for Effective Negotiation Support in Electronic Marketplaces," Computer Networks (37) 2001, pp 153-170.
71. Shank, R.C., and Abelson, R.P. Scripts, Plans ,Goals and Understanding: An Inquiry into Human knowledge Structures Earlbaum, Hillsdale, NJ, 1977.
72. Shenkar, O., and Ronen, S. "The Cultural Context of Negotiations: the Implications of Chinese Interpersonal Norms," Journal of Applied Behavioural Science (23:2) 1987, pp 263-275.
73. Siegel, J., Dubrovsky, V., Kiesler, S., and McGuire, T.W. "Group Processes in Computer-Mediated Communication," Organizational behavior and human decision processes (37) 1984, pp 157-187.
74. Simintiras, A., and Thomas, A.H. "Cross-cultural Sales Negotiations a Literature Review and Research Proportions," International Marketing Review (15 1) 1998, pp 10-28.
75. Simons, T. "Speech Patterns and the Concept of Utility in Cognitive Maps: The Case of Integrative Bargaining," Academy of Management Journal (36) 1993, pp 139-156.
76. Sproull, L., and Kiesler, S. "Reducing Social Context cues: Electronic Mail in Organizational Communication," Management Science (32) 1986, pp 1492-1512.
77. Srnka, K.J., and Köszegi, S.T. "From Words to Numbers-How to Transform Rich Qualitative Data into Meaningful Quantitative Results," Schmalenbach Business Review (59) 2007, pp 29-57.
78. Starr, J., and Yngvesson, B. "Scarcity and Disputing: Zeroing-in on Compromise Decisions," American Ethnologist (2) 1975, pp 553–566.
79. Thompson, L. The Mind and the Heart of the Negotiator Prentice-Hall, Upper Saddle River, NJ, 1997.
80. Tinsley, C. "Models of conflict Resolution in Japanese, German, and American Cultures," Journal Applied Psychology (83) 1998, pp 316–323.
81. Trandis, H.C. The Analysis of Subjective Culture Wiley, New York, 1972.
82. Triandis, H. "Collectivism vs. Individualism: a Reconceptualization of a Basic Concept in Cross-Cultural Psychology," in: Personality, Cognition, and Values: Cross-Cultural Perspectives of Childhood and Adolescence, C. Bagley and G. Verma (eds.), Macmillan, London, 1986, pp. 223-249.
83. Tse, Francis, D.K., and Walls, J. "Cultural Differences in Conducting Intra- and Intercultural Negotiations: A Sino-Canadian Comparison," Journal of International Business Studies 25) 1994.
84. Tsui, A., and Farh, J.L. "Where Guanxi Matters: relational Demography and Guanxi in the Chinese Context," Work and Occupations (24) 1997, pp 56-79.
85. Tung, R.L. Business Negotiations with the Japanese Lexington Books, Lexington, MA, 1984.
86. Uchimura, K. Iwanami Shoten, Tokyo, 1982.
87. Ulijn, J., Lincke, A., and Karakaya, Y. "Non-Face-To-Face International Business Negotiation:How is National Culture Reflected in this Medium?," IEEE Journal of Professional Communication (44:2) 2001, pp 126-137.
88. Walcott, C., and Hopmann, P.T. Interaction Analysis and Bargaining Behavior University of Georgia Press, Athens, GA, 1978.
89. Wall, J.A., and Callister, R.R. "Conflict and Its Management," Journal of Management (21) 1995, pp 515-558.
90. Wilkenfeld, J., Kraus, S., Holley, K.M., and Harris, M.A. "GENIE: A Decision Support System for Crisis Negotiations," Decision Support Systems (14) 1995, pp 369-391.
91. Zimmerman, M. How to Do Business with the Japanese Random House, New York, 1985.