「談判」是商業活動中重要的一環，傳統的談判，雙方必須在面對面的環境下進行；「電子化談判」是指談判過程的部份或全部，經由電子媒介與數位頻道來傳送資料或協助達到更好的談判成效。隨著電子商務的發展，網際網路已成為另一個重要的、甚或不可避免的交易與商業溝通管道，也因此，電子化談判也逐漸普及並受到重視。
除了協助談判溝通與決策外，利用電子化談判的另一項重大貢獻是可以完整收集談判過程與結果的詳細資料，藉由分析這些談判行為的資料，可以對於談判行為有更清楚的瞭解，並進而建構談判理論。談判的目的在成功取得協議，探索何種談判策略對達成協議有所幫助，以及獲取更多如何使談判成功達成協議的知識，正是本研究之主要目的。
Inspire起源於1996年，是第一套以web-base為平台的電子化談判系統。該系統所搜集的資料包含有使用者基本資料、系統使用資訊、達成協議與否、談判者採取之談判策略、效用函數、談判者與對手的出價條件等。本研究從Inspire談判支援系統蒐集了七百對的一對一談判活動紀錄，利用集群分析，將談判人員分成二大群：合作式與非合作式群組。二者在談判結果及談判策略方面都有很顯著的差異。

Negotiation is one of the key elements in the business activity. Traditional approach to negotiation takes place in a face-to-face environment. E-negotiations present all or part of the negotiating processes through the electronic media or digital channels, to transfer data or to help to achieve better negotiation effects. With the rapid development in E-Commerce, the Internet has becoming an important and inevitable channel of trade and business communication, as well as E-negotiations. Therefore, E-negotiation is progressively popularized and valued.
In addition to assisting in communication and decision, the other significant contribution to adopt e-negotiation is to collect the complete and detailed data in every negotiation process, as well as the result. We are able to have clearer understanding in negotiation behavior through analyzing the negotiation behavior data, and therefore will be able to proceed to construct the theory of negotiation. The purpose of negotiations is to successfully agree on, explore which negotiation strategies minister to agreements, and to obtain more knowledge in achieving successful negotiations. Likewise, this is the purpose of this research.
Inspire is the first web-based e-negotiation system, and built in 1996. The data collected by this system include users’ demographic data, system usage, offers and counter offers, final agreements, strategy adopted, utility values, and so on. This research has collected 700 pairs of one-to-one negotiation activity records from Inspire negotiation support system, and has grouped negotiators into two groups, cooperative and non-cooperative, using the clustering analysis technology. These two groups manifest differences in the aspects of negotiation outcome and negotiation strategy.

目錄 iv
圖目錄 v
表目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第四節 論文架構 4
第二章 文獻探討 5
第一節 談判 5
第二節 談判策略 8
第三節 電子化談判 10
第三章 研究架構與方法 15
第一節 研究架構 15
第二節 資料來源 16
第三節 研究變數 18
第四節 分析方法 19
第四章 資料分析 22
第一節 分群結果 22
第二節 分群檢定分析 23
第三節 彙整分析 47
第五章 結論與建議 52
第一節 綜合結論與貢獻 52
第二節 研究限制 54
第三節 未來研究方向與建議 54
參考文獻 56
附錄 58

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