有鑒於全球性電子商務的盛行與網路科技的快速發展，線上談判無疑成為未來談判之趨勢。而隨著女性在職場上的重要性提升，女性面臨談判的機會越來越多，也正逐漸轉變過去認為商業談判為男性主導的形象。電子商務的發展與女性職場地位的提升同時為談判領域帶來嶄新的前景。因此，瞭解性別差異對線上談判的影響，對於學術界與實務界皆具貢獻。
基於上述的動機，本研究分別以個人、成對與互動三大觀點，設計四個子研究議題，進行一系列探討。首先，以個人觀點出發，探討談判者自身的性別差異對談判策略行為與績效之影響(研究一)。再者，由成對觀點出發，納入談判對手的性別背景，檢視談判性別組合對談判策略行為與績效之影響(研究二)。最後，以互動觀點出發，分別探究不同談判性別的組合下，談判者之間的策略回應樣式(研究三)與談判策略在不同談判階段的轉換表現(研究四)。
本研究以Inspire線上談判系統多年來所累積的腳踏車零件買賣商業個案為資料來源，依談判者性別背景的差異，篩選出60對(120人)的談判記錄進行分析。另外，為避免國籍差異所帶來的影響，這些樣本皆選自具代表性的西方國家(美國、奧地利、加拿大與德國)，並採用內容分析法，詳細分析所有談判者的談判對話記錄，對於策略行為的表現有更細緻的觀察。
綜合本研究結果發現，不論以個人、成對與互動的觀點，線上談判策略行為與其在不同談判階段中的表現，確實受到性別因素所影響。其中，部分策略行為差異雖沒有在個人觀點的研究中發現，卻存在於不同性別組合的檢定之中。這樣的結果，更加確認了探討性別差異於談判情境時，納入成對觀點的重要性。然而，於本研究部分的檢定中發現，女性與男性在策略行為的表現上確實存在與過去傳統結果相符的發現，但整體差異的比例並不如原有預期。這樣的結果顯示出，兩性的談判者即使在線上的情境下，依舊保有某種程度的性別化溝通特質。然而，由於線上溝通媒介之特質，卻也使得兩性在線上談判的表現差異不如過去研究之發現。

Due to the emerging importance of e-negotiation and women position in business, it is important to understand the gender difference in online negotiation context. We designed four researches to examine the impact of gender difference on e-negotiation from three perspectives: (1) individual perspective; (2) dyadic perspective; and (3) interactive perspective. From the individual perspective, the individual negotiator’s self gender background was taken into consideration. We examined the individual negotiator’s self gender difference in negotiation strategic behavior and final performance (Research 1). From the dyadic perspective, the gender composition of a negotiation dyad was considered. We examined its impact on negotiation strategic behavior and final performance (Research 2). Finally, from the interactive perspective, we examined the impact of gender composition on strategic response (Research 3) and negotiation strategy in different negotiation phases (Research 4).
All subjects were collected from Inspire e-negotiation system based on their gender backgrounds. Inspire is a web-based system which has been operated since 1996. From the countless samples, 60 pairs of negotiation (120 subjects) from 4 representative Western countries (American, Austria, Canada and Germany) were selected. All subjects dealt with the same purchasing negotiation scenario in which they have to negotiate four issues. We applied content analysis methodology to the collected complete transcripts of negotiations done by the selected subjects. Content analysis is superior to the questionnaire in terms of qualitative criteria. Totally, the collected 612 messages were divided into 6227 units, which serve as the data source of analysis.
Overall, based on the results of this study, females and males still maintain gender stereotypical behavior in virtual environment. Negotiators’ strategic behaviors are influenced by counterparts’ gender backgrounds. In other words, from individual and dyadic perspectives, gender plays an influential factor. However, in investigating the impact of gender, dyadic perspective provides more precise findings. Further, our results also found that genders behaved differently in the strategic response and the strategy performing during different negotiation phases. However, honestly, the overall differences seem to be not as strong as expected since the gender difference might be less salient in the virtual negotiation situation. We hope this series of gender researches could contribute to comprehensive understanding of gender behavior in the online negotiation.

1. Introduction 1
1.1. Research Background 1
1.2. Research Motivation 2
1.2.1. Online Communication Media Change Genders’ Behavior 2
1.2.2. Context Issue is Important for Exploring Gender Impact 2
1.3. Research Purpose 4
1.4. Research Contribution 5
2. Literature Review 6
2.1. Online Negotiation 6
2.1.1. Practical and Academic Development of Online Negotiation 6
2.1.2. Online Negotiation and Media 7
2.1.3. Negotiation Communication, Behavior and Strategy 9
2.1.4. Negotiation Progress and Phase 11
2.2. Gender Difference 15
2.2.1. Gender-role Socialization and Stereotypes 15
2.2.2. Gender Difference in Communication 16
2.2.3. Gender Difference in Interaction 17
2.3. Gender Difference in Online Negotiation 18
2.3.1. Gender Difference in Negotiation 18
2.3.2. Gender Difference in Online Negotiation 19
3. Research Model 22
3.1. The Research Model 22
3.2. Research 1: The Impact of Individual Negotiator’s Self Gender Background on Online Negotiation Strategy 25
3.3. Research 2: The Impact of Gender Composition of Negotiation Dyad on Online Negotiation Strategy 26
3.4. Research 3: The Impact of Gender Difference on Strategic Response in Online Negotiation 27
3.5. Research 4: The Impact of Gender Difference on Online Negotiation Strategy in Different Negotiation Phases 29
4. Data Collection 31
4.1. Online Negotiation System 31
4.2. Sample Profile 33
4.3. Content Analysis 34
4.3.1. Development of Negotiation Strategic Behavior Scheme 35
4.3.2. Content Analysis Process 39
4.4. Reliability and Validity of Content Analysis 42
4.5. The Mann-Whitney U Test 44
5. Research Analysis and Result 45
5.1. Research 1: The Impact of Individual Negotiators’ Self Gender Background on Online Negotiation Strategy 45
5.1.1. Research Design and Sample 45
5.1.2. Descriptive Statistics 45
5.1.3. Analysis Results 46
5.2. Research 2: The Impact of Gender Composition of Negotiation Dyad on Online Negotiation Strategy 52
5.2.1. Research Design and Sample 52
5.2.2. Descriptive Statistics 53
5.2.3. Analysis Result 54
5.3. Research 3: The Impact of Gender Difference on Strategic Response in Online Negotiation 59
5.3.1. Research Design and Sample 59
5.3.2. Data Processing 60
5.3.3. Descriptive Statistics 63
5.3.4. Analysis Result 64
5.4. Research 4: The Impact of Gender Difference on Online Negotiation Strategy in Different Negotiation Phases 66
5.4.1. Research Design and Sample 66
5.4.2. Data Processing 66
5.4.3. Descriptive Statistics 68
5.4.4. Analysis Result 72
6. Discussion 84
6.1. Results Summary 84
6.1.1. General Trend of Negotiation 84
6.1.2. Impact of Gender Difference on Negotiation 85
6.2. Research Implications 87
7. Conclusion, Limitation and Future Work 90
7.1. Conclusion 90
7.2. Limitation 91
Appendix: Categories and Examples of Negotiation Strategic Behavior 92
Reference 94

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