表情符號對線上採購談判和諧關係建立之影響－結合質化與量化分析

隨著電子商務的發展，透過線上進行溝通協商已成必然趨勢。在所有線上溝通模式中，即時傳訊系統日趨普及，已悄悄改變了使用者的線上溝通習慣。其得以快速交換訊息的便利性又兼具保持一定距離的主控性，讓線上即時傳訊模式在未來線上談判平台中具有不可取代的優勢。唯線上即時傳訊溝通模式存在著缺乏非語言線索之缺失，因此目前許多即時傳訊系統幾乎都提供表情符號的使用功能。為此，本研究探討表情符號對於談判者溝通行為之影響，並進一步了解溝通行為對於談判和諧關係之影響。本研究以線上交易談判為實驗情境，透過操弄支援表情符號使用功能的有無，設計兩個線上即時文字互動談判系統，召集受測者進行線上談判。本研究結合質量資料，除了收集實際談判記錄進行內容分析，以取得談判溝通行為資料外，亦經由問卷衡量談判和諧關係。研究結果發現，表情符號的支援確實顯著增加談判者的正負面社會情感溝通行為，進而促進任務導向的溝通行為；而當有支援表情符號使用功能時，正負面社會情感溝通也會顯著影響談判雙方的談判和諧關係。其中，正面社會情感溝通對於談判和諧關係有利，反之，負面社會情感溝通則不利於談判和諧關係的建立。研究結果，可作為日後建置線上即時談判系統之參考。

關鍵字

線上談判；表情符號；談判和諧關係；社會情感溝通；任務導向溝通

並列摘要

Ever since the booming of global e-business and its severe competition, e-negotiation has been getting popular and become unavoidable in the future. Among all kinds of communication mode, Instant Messaging (IM) has unobtrusively changed and influenced user's communication habit. Text-based IM not only provides high feedback immediacy but also allows users to have more control in the interaction process since it is text only communication method. These characteristics make IM-like e-negotiation model inevitable in the future. However, compared to face-to-face communication, IM lacks non-verbal clues and therefore more and more IM systems provide emoticon function for users. In terms of media richness, such emoticon function may affect communication behavior. The purpose of this study is to explore if an IM-like e-negotiation system with emoticon function will impact negotiation communication behavior and then the rapport relationship between negotiators. The subjects of the experiment were divided into two groups: emoticon group using e-negotiation system supported with emoticon and non-emoticon group using e-negotiation system without emoticon support. The data collected from content analysis applied to negotiation transcripts and questionnaires. The integration of qualitative and quantitative methods could provide more thorough observations on the relationship between emoticon usage behavior, communication behavior and the negotiation rapport. Overall, the emoticon support function increases both positive and negative social-emotional communication, which have positive impact on the task-oriented communication afterwards. Furthermore, the positive social-emotional communication has positive impact on negotiation rapport while the negative social-emotional communication has negative impact on negotiation rapport. These research results have valuable implication developing e-negotiation system.

並列關鍵字

e-negotiation ； emoticon ； negotiation rapport ； social-emotional communication ； task-oriented communication

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